Given its recency, we thought we’d share a campaign that caught our eye this Valentine’s Day for all the right reasons.
This Valentine’s Day, popular dating app Bumble offered 20 lucky “Bumblers” the chance to find their true love, suspended over 100 meters above the River Thames.
Met by a representative from the Eye on arrival, guests enjoyed Pommery Brut Royal Champagne during a 30-minute rotation, setting the iconic London skyline as the backdrop for this night of romance.
Bumble X London Eye: Valentine’s Day
Why we like it
There are several reasons to love this campaign, not least that it fell on the most romantic day of the year! As dating apps have moved from the shadows into the mainstream, the stigma attached to meeting up with a complete stranger has, and in fact, become close to the norm.
This campaign demonstrates Bumble’s acute understanding of this, as well as an eye for the creative, which created an unlikely, yet fitting, partnership. The final feather in Bumble’s cap is you had to be a Bumble user to apply, incentivising sign-up and showing loyalty to customers in one fell swoop!
From the Coca-Cola London Eye’s view, this event only made up one half of the landmark’s Valentine’s Day activations. In addition to the capsule dating experience, the Eye was transformed, using social interactions containing #EyeLoveLondon, to turn the attraction into a giant pink love-letter, pulsating, as a heart would, for one minute every hour.
To add to this, the Eye offered couples the chance to book ‘Cupid’s Castle,’ a privately hosted capsule complete with chocolates and champagne on the house. Lovely.