HBO and dating app Bumble, along with agencies Mekanism and Giant Spoon, are uniting to launch the "Stay Home to the Movies" activation in New York City in August. Mekanism has worked as HBO’s creative agency since 2016 and HBO brought in Giant Spoon in to lead production of the project.
The experience transforms a landmark Manhattan Brownstone building into five screening rooms where invited Bumble members and their plus-one will enjoy select HBO movies, including "Wonder Woman," "Girls Trip," "Back to the Future" and "Devil Wears Prada."
Mekanism's David Horowitz says the campaign derived from the "relatable truth" that just staying in and watching a great movie on HBO is the best form of “going out.”
Bumble, served as the ideal partner to "bring that idea out in the real world," says Horowitz. "The twist - let’s have them go out by 'staying in' with HBO."
As part of the activation Bumble Date and Bumble BFF users in the New York-area will receive an in-app invitation to attend one of the movie screenings which runs August 15 and 16 from 6pm to 10pm. Beverages and snacks like popcorn are provided and the space features custom art, "interesting props" and interior design all created specifically to encourage visitors to take pictures and share on social.
Later this month, Bumble users who "swipe right for HBO" will have the opportunity to win complimentary HBO NOW gift cards and other Bumble and HBO branded merchandise.