Grindr became one of the world’s best-known dating brands by helping men meet each other using their phones. Its marketing dollars, on the other hand, are increasingly being deployed in the real world.
Grindr CMO Tristan Pineiro told me that there are two pertinent — and digital — business reasons he’s betting big on IRL.
The photos and videos that people organically share when they’re enjoying an event can travel further on social media than the brand’s own posts. Then there’s a quirk of Grindr’s advertising business: Many brands are still wary of placing their ads inside a gay hook-up app.
“There is a lot of nervousness about it, with the…
