Media giant, HBO and dating application, Bumble have created a unique pop-up experience in New York to promote HBO’s streamable movie offerings.
The event, #StayHomeToTheMovies invited Bumble users to purchase a ticket and watch their favorite HBO movies at 80 Washington Place, an ultra-lavish home in Greenwich Village. Guests were greeted with quizzes that matched them to a recommended movie and were offered dining experiences and plenty of photo opportunities. Themed snacks, a wine wall and bathtub filled with candy added to the “at home” experience.
This co-branded event shows how media platforms are adapting to the shifting industry. Sixty-one percent of young Americans consume content through streaming and Millennials are flocking to Instagram-worthy pop-up events in major cities. By combining the two, HBO and Bumble are articulating to millennials that they are willing to meet consumers at their convenience and can provide value in their ever changing lives.