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Tinder has a new publication, Swipe Life, specializing in personal essays that reinforce the idea that dating misadventures are cool, or at least exciting, invigorating and youthful.
(Swipe Life says downloading Tinder is a milestone in human life akin to buying your first beer and losing your virginity.)Bumble is selling itself as a means to personal betterment and greater sophistication.
That is to say, you could not “find them on Bumble” until shortly before Bumble said you could.“A bunch of my friends work for Bumble,” said Noah Neiman, a 34-year-old co-founder of the boxing gym Rumble, whose face graces many a bus ad.
(His mom has sent him a steady stream of photos of the billboards and posters featuring him in New York, even though she lives in Pittsburgh.)Mr.
Neiman is single, but when asked about whether he uses dating apps, he was explicit: “No,” he said.
“No, no, no, no.” “It’s the devil’s playground,” he said.
“I try to avoid all that temptation.”Todd Wiseman, another New Yorker featured in the Bumble campaign and the founder of the video production studio Hayden 5, said that he did use Bumble to find romantic prospects before he was chosen to embody the brand.
If he could choose, though, he said: “I would prefer to meet someone out in real life.”Still, the campaign is supposed to show that the app can be used to create all kinds of connections, romantic and otherwise, which explains why the “Find Them on Bumble” list includes so many people who are already partnered up.
Dollar Shave Club has Mel Magazine, Equinox has Furthermore and Airbnb has Airbnbmag.When Swipe Life began this fall, its articles sang of the exciting spontaneity of singledom. They bonded over their childhoods and “leftist ideologies.” Soon, she had moved from Ohio to live with him in California, but quickly found his apartment too messy, his “affinity for drinking” too gross and his “large hair-shedding dog” too destructive. In the end, she wrote, he turned out to be “a total brocialist.”Still, she praised Tinder for spurring her cross-country move, even though the relationship was a bust.“Little did I know, when I used the app last summer, I wasn’t swiping for love or anything crazy like that — I was swiping for change,” she wrote.“GET ON TINDER,” reads the large, hyperlinked button at the end of the piece.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.