Case Study: Bumble drives campus awareness and student registrations with Seed's Hive Sounds campaign

Bumble drives campus buzz with Seed’s Hive Sounds campaign and 30K+ merch drops

Bumble, the dating app where women make the first move, wanted to stand out and drive registrations among students in the UK's saturated freshers week landscape. The challenge was to capture the attention of Gen Z when every other brand was competing for it. Vendor Seed addressed this by creating the Hive Sounds tour.

Seed developed Hive Sounds, an all-female DJ tour that headlined major student nights across five UK cities. This was supported by immersive branded activations, a network of student ambassadors, and society partnerships to keep Bumble embedded in campus life year-round. The results were significant, with Seed delivering over 30,000 pieces of merchandise, 340 real-life activations, and a sustained presence that kept Bumble front of mind for students throughout the academic year.

Bumble