Project Description

BRANDED CONTENT CASE STUDY IN ACTION

BUMBLE + RIVERDALE PRODUCT PLACEMENT PARTNERSHIP


The Brand: Bumble

Bumble is a location-based social and relationship app that facilitates communication between interested users – whether dating, looking for friends, or growing your professional network. Only female users can make the first contact with matched male users, while in same-sex matches either person can send a message first, allowing women to feel more empowered while making connections.

The TV Series: Riverdale

Riverdale is one of the most popular millennial and teen focused TV series that airs on The CW and Netflix. While navigating the troubled waters of sex, romance, school and family, teen Archie and his gang become entangled in a dark Riverdale mystery. Starring: K.J. Apa, Lili Reinhart and Camila Mendes.

The Network: CW + Netflix

Netflix owns the exclusive international broadcast rights to Riverdale, making the series available as an original series to its platform less than a day after its original U.S. broadcast on The CW, and providing millions of fans around the world an opportunity to watch their favorite TV series.

The Partnership Details

Our partnership with Bumble and The CW’s most popular TV series, Riverdale, featured linear, in-app, and digital components, creating an incredibly well-rounded campaign that drove massive results for both the brand and the TV series. As an added benefit, and one of the driving reasons behind the partnership, Bumble will continue to be seen by viewers around the world as the popular TV series is also on Netflix.

In Show Product Placement

The on-air TV product placement integration occurred across two different episodes, organically weaving Bumble app usage into the storyline plot of two different characters who were single and looking to date.

Sweepstakes Trip Getaway

The product placement was then further enhanced with a Bumble in-app Riverdale contest where Bumble users (and only Bumble users) could enter to win a trip to Vancouver where the show shoots, to experience life as one of the cast member would, on a day off.

Lower-Third Branded Chyron

During that first episode’s integration, The CW TV network ran a lower third Bumble branded chyron during the show, encouraging viewers to download the app in order to enter the contest.

Facebook Social Post

Riverdale posted on the show’s Facebook page a social post promoting the partnership and sweepstakes.

 

In-App Component

Once in-app, soon within your match-making experience, you were met with a Riverdale card that featured tune-in information for the show and directions on how to enter. The CW capped this all off with a Facebook post to their 2.2 million fans, tagging Bumble and linking to download the app in order to enter.

THE CAMPAIGN PARTNERSHIP PROVIDED…

TV STORYLINE INTEGRATION

VERBAL MENTION

PRODUCT PLACEMENT

IN SHOW CHYRON MEDIA

IN APP EXPOSURE

SWEEPSTAKES GIVEAWAY

SHOW SOCIAL POST

EMAIL CAMPAIGN

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