Using Airport and Street Advertising to Capture Seasonal Shifts in Dating Culture

The transition from summer to fall ushers in "cuffing season," a period when many singles seek more serious, long-term connections. With the weather cooling, dating apps like Tinder and Bumble have begun capitalizing on out of home advertising to connect with their target audiences. From iconic airport digital to street-level campaigns, both platforms strategically time their marketing efforts to coincide with key moments in people's lives, capturing attention as the desire for connection increases.

Leveraging OOH to Prepare for Seasonal Shifts in Dating Culture

For dating apps like Tinder and Bumble, several seasonal behavior shifts in the fall and winter present a valuable marketing opportunity: increased loneliness during colder weather, the start of a new academic or work year, and rapidly approaching holiday season all contribute to a 30% lift in dating app usage between the months of November and February. A Dating.com survey also revealed that 80% of users would continue online dating in summer months- by capturing the attention of singles during this peak usage time, Tinder and Bumble are setting themselves up for increased user activity throughout the year.

Tinder: Using Airport OOH to Make Global Connections

Tinder has honed in on airports as a key location for its advertising campaigns, reinforcing its global reach and positioning the app as a gateway to international connections.

Advertising at LAX, one of the most recognized international hubs, reinforces Tinder’s global presence and suitability for meeting people worldwide. This exposure in such a high-profile location underscores the app’s prestige and highlights its suitability for users. LAX also attracts a variety of travelers, from business professionals to vacationers, giving Tinder the opportunity to reach a wide and diverse demographic. As one of the top 10 busiest airports in the world, Tinder is exposed to millions of passengers. This high foot traffic creates an ideal platform for Tinder to engage with a large and varied audience.

The idle time travelers spend waiting at the airport makes them more receptive to advertisements, as they are often looking for distractions during this period. Creating an opportunity for Tinder to capture their attention. Additionally, travelers are frequently open to exploring new connections and trying new things while on the go, which aligns perfectly with the purpose of a dating app like Tinder. By tapping into this mindset, Tinder can effectively position itself as a platform for discovering new and exciting connections.

Whether they are visiting a new city for work or leisure, the idea of meeting someone new in an unfamiliar place ties directly into Tinder’s core mission. By advertising in airports, Tinder taps into this curiosity and spontaneity, encouraging users to swipe and potentially meet someone on their journey.

Bumble: Leveraging NYC and SF with a US Open-Inspired Campaign

While Tinder focuses on global connections through airport ads, Bumble has taken a different approach, aligning their street-level advertising with the US Open, one of the biggest sporting events held in New York City. Drawing in over 74,000 attendees on its first day alone, the US Open presents a prime opportunity for brands to engage with a large and diverse audience. Bumble’s campaign cleverly taps into the energy and excitement surrounding this event, appealing to tennis fans who may share similar interests and values.

In addition to event-driven advertising, Bumble has invested heavily in NYC’s street-level OOH campaigns, with ads appearing on bus shelters throughout high-traffic areas. These ads are strategically placed to capture the attention of both local residents and visitors alike. NYC’s dense population and constant flow of pedestrians provide Bumble with repeated exposure, making the ads more memorable over time. By choosing specific locations, Bumble effectively targets its desired demographic while maximizing the visibility of its brand in the city.

Conclusion

Tinder and Bumble are both capitalizing on seasonal shifts in dating behavior, leveraging out-of-home advertising to reach their audiences when they are most likely to seek out relationships. While Tinder’s focus on airport advertising plays into the traveler mindset and global connections, Bumble’s street-level campaigns tap into local culture and high-traffic events like the US Open. Both strategies highlight the power of well-timed and well-placed advertising in capturing attention and fostering romantic connections during life’s most pivotal moments.