Brief:

• Cointreau, the orange liqueur made by Remy Cointreau, has partnered with woman-first social networking app Bumble to host Margarita Monday events in select cities this summer, per an announcement. Bumble mobile users can sign up for the events in New York, Los Angeles, Chicago and Austin, Texas, with the app.
• A Cointreau brand ambassador will teach attendees how to make margaritas with the liqueur, giving Bumble users a chance to meet matches in real life and break the ice. Eligible Bumble users will be given "Margarita Monday Guides" through the app to lead them to the event locations.
• Bumble's first Margarita Mondays event was held on 20 at the Bowery Hotel in New York, co-hosted by Erin and Sara Foster, heads of creative at Bumble.

Insight:

Cointreau and Bumble's Margarita Mondays events aim to bring mobile users together while demonstrating how the orange liqueur can be used to mix cocktails. The experiential event helps to deepen exposure to the app brand, while giving Bumble users an activity to share with people they meet on the mobile platform. More than two-thirds of people said dating can feel repetitive, and more than half have trouble finding fun date ideas, per a Censuswide survey cited by Bumble. With this tie-up, Cointreau and Bumble aim to demonstrate how they provide a solution to that problem.

Liquor brands like Cointreau have sought to create more interactive experiences for people as they try to stand out among the ad clutter. Jack Daniel's, Shackleton Whiskey, Jägermeister, Patrón and Diageo's Bulleit Bourbon have developed interactive mobile campaigns aimed at giving people — especially millennial consumers — an experience they can share on social media to boost brand reach and engagement.

The Margarita Mondays events follow Bumble's past efforts to blend digital and real-life connections. The dating app last year partnered with Marriott International's Moxy Hotels to create "BumbleSpot #attheMoxy" experiences at certain hotel locations. BumbleSpots are Bumble-verified places designated as inclusive for meeting Bumble connections. The app has also sponsored events by HBO and Banana Republic, and teamed with Serena Williams on a Super Bowl push.