Brands Find Love: Bachelor Nation Collaborations
Published on January 9, 2020, at 8:52 a.m.
by Justine Groeber.
“The Bachelor” franchise is famously known for making love and drama happen, and each season brings 30 new people to the social eye. The contestants, who gain notoriety and a social media following overnight, are the talk of the town for months after their season is off the air. The bachelors and bachelorettes, along with their contestants, quickly gain a fanbase, making them perfect for brand collaborations.
Check out some creative brand collaborations with contestants from the most recent seasons of “The Bachelor” and “The Bachelorette.”
Connor Saeli & Tyler Cameron x Bumble
Ever since Hannah Brown’s season of “The Bachelorette,” Connor Saeli and Tyler Cameron have had girls around the U.S. swooning, wishing they could meet them. As a part of Bumble’s promotional campaign, now they can.
Bumble has been teaming up with various influencers to visit college campuses across the U.S. to give students safe rides in its epic Bumble-branded Mercedes G-Wagon. These partnerships allow users to not only meet stars they admire, like Saeli, but also encouraged others to download the Bumble app to find similar events coming to other college campuses soon.
Similarly, Cameron partnered with Bumble to give fans a chance to meet him, but this time with a twist. Cameron teamed up with the popular dating app to promote his educational program, ABC Food Tours, and give people the opportunity to meet him through a Bumble sweepstakes. Bumble users were encouraged to download and swipe through the app until they found Cameron’s profile. Once they matched with him, their university was entered for a chance to win a visit from Cameron, and five lucky winners were chosen to meet him.
Demi Burnett x Miller Lite
Miller Lite is bringing back its iconic slogan, “It’s Miller Time,” to encourage a new generation of beer drinkers to take a break from social media and prioritize in-person connections. Miller Lite strategically chose Demi Burnett, from season 23 of “The Bachelor” and season 6 of “Bachelor in Paradise,” to promote this message. In one of her latest Instagram posts, Burnett is pictured holding the reinvented black Miller Lite can that reads, “A few friends are better than a few thousand followers. Here’s to the original social media. Here’s to the original lite beer. It’s Miller Time.”
Burnett’s Instagram post expressed her excitement to take a 24-hour break from social media to have authentic conversations with her friends and encouraged her 1.4 million followers to do the same. Her post was accompanied by the hashtag #itsmillertime where all campaign posts, including those of other social media influencers, can be found.
The former Bachelor contestant was the perfect choice to promote the “It’s Miller Time” campaign because she is a fan-favorite from her seasons who actively uses social media and has a large following. This following, which consists in large part of the newest generation of legal drinkers, admires what she promotes and looks to follow in her footsteps.
As a part of this campaign, Miller Lite is offering free or discounted beers to those who unfollow the brand on Instagram or Facebook in order to engage in meaningful connections offline.
Colton Underwood x MorningStar Farms
To kick off MorningStar Farms’ “Lose Your Veginity” campaign, the maker of America’s #1 veggie burger partnered with Colton Underwood, “The Bachelor” season 23, to encourage Americans to lose their “veginity.” More than ever, people are trying plant-based foods for the first time, and MorningStar Farms wants to encourage them to do so in the “most delicious way possible.”
At the forefront of this campaign, Underwood stars in several promotional videos featuring tongue-in-cheek comments while “The Bachelor” star talks about losing his “veginity” to the brand’s meatless options. This campaign’s witty humor drew in Bachelor fans and others alike, with the star’s original teaser garnering over 1 million views and 8,000 comments to promote the star’s kickoff event in New York City.
With the premiere of season 24 of “The Bachelor” around the corner, be on the lookout for upcoming brand collaborations with the new crop of rising stars.
