BUSINESS INSIDER – Grindr is investing more in real-world events to generate social media coverage and attract advertisers that are reluctant to appear inside a gay dating app. Its surprise Madonna concert in Times Square drew 50K people after an in-app notification was sent 30 minutes before the show. Grindr is also touring Europe with a branded bus and plans to promote its premium Edge subscription through events, influencers, and member referrals. Grindr has ~15M monthly users, including 1.4M paying subscribers.
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