Fake profiles run rampant across dating sites and social networks. To put an end to such deception—known as catfishing—female-driven social network Bumble enlisted facial recognition technology into its app. Bumble Photo Verification requires users to take a selfie in real time before they can start engaging with other Bumble users. When the brand called on Preacher to help it promote its new safety feature, the Austin-based creative agency conceived of an activation called The Great Catch. The pop-up food trailer experience kicked off during New York Fashion Week, starting in the Flatiron District in New York City and moving to the High Line before culminating in a big push throughout Brooklyn. Passersby lined up to nosh on the fried catfish sliders and blackened catfish tacos being served by Top Chef celebrity and restaurateur Sam Talbot and his crew. To add touches of Bumble to the experience, Preacher displayed tongue-in-cheek messages—like “Bottoms Up, Bottom Feeders Down” and “Catfish Just Got Served”—on napkins, food containers, cups and more. If deriding and deep frying the fakes weren’t enough, people with verified profiles also received Bumble merchandise at the experience, and branded tackle boxes filled with Bumble anticatfishing swag were sent to influencers throughout New York.
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