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The dating app and AB InBev wine brand are offering to cover moving costs (and more) to turn five breakups into glow ups via an Instagram giveaway.
- The prize? Not having to quarantine with your ex anymore, plus wine and a new Bumble profile.
- Price of entry? Commenting on B&B’s Instagram post about the campaign.
Copycats can follow the same three tenets of partnership marketing, exhibited via operation “leave your ex using the same dating app and can of sparkling wine that originally connected you.”
Find a friend: Like any relationship, it’s important to make sure your partner isn’t your competitor. Bumble and Babe swiped right because they sell different things to similar audiences.
Go hard on cobranding: Bumble’s outline font, meet Babe Wine’s high-performing brand colors. Even B&B’s cobranded moving van now provides brand equity for both partners.
Provide more than cash: In addition to covering $600 worth of moving fees, Babe & Bumble promote their products by offering a $100 Babe gift card and a “hand tailored” Bumble profile as prizes.