Its “Find Them on Bumble” campaign collects the 112 “most inspiring New Yorkers,” according to the company, and subtly links their success to Bumble’s services.
(In addition to being the second-most popular dating app in the United States according to App Annie, Bumble connects people to new friends through Bumble BFF and with professional contacts through Bumble Bizz.) In interviews, some of the campaign’s participants said that they had only joined the app as a condition of appearing on billboards and bus stops.
) More generally, branded content is big business — kind of like editorial magazines used to be.
They want to gain our trust, so we’ll settle down with them for the long haul.
After all, it’s been more than half a decade since they were invented, and if you’ve been single in the last five years, chances are you’ve used one.
Brands don’t always clearly disclose their exclusive sponsorship of their publications’ editorial content.
Into, for instance, says nothing about Grindr in its URL, on its home page or even in its “About” section.