CHALLENGE

Introduce Bumble to the country music market and CMA Music Fest demographic in an authentic and inviting way for the very first time.

 

SOLUTION

Create a scalable and repeatable event during the largest country music festival in the world by partnering with one of today’s top groups Lady Antebellum for the “You Look Good” Beetique, named after Bumble’s mission to empower women and the group’s single at the time. The Beetique was the first of its kind at CMA Music Fest, creating a chic, inviting space for festival goers to cool off and hang out. Hosted by Cassie Kelley, Founder of Womanista, the Beetique featured highly shareable moments with a Sephora beauty bar, hair stations by The Dry House, a DJ set by The Bachelorette Season 11 star Kaitlyn Bristowe, a BFF Lounge, photobooth, and artist hangouts with Kimberly Schlapman and Karen Fairchild of Little Big Town, Kelsea Ballerini, Lauren Alaina, Cam, and more. That evening, Bumble flipped the event to “The Hottest Date Night Ever” turning the space into an exclusive concert event with performances by Lady Antebellum, Brett Young, and Walker Hayes. In addition to the Beetique event, Bumble created a pop-up photobooth on Broadway, Nashville’s most highly trafficked street, for fans to interact with the brand by taking photo keepsakes and giving out thousands of Bumble merchandise items including hats, handkerchiefs, sunscreens, and more.

RESULTS

Over 2000 people attended the event


45 million earned media impressions


25+ press outlets attended with artist social media takeovers with E! News and Allure Magazine


Bumble positively impacted the country music community

 

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