Grindr has its own site, Into, on which it publishes original reporting, story aggregation and commentary; Hinge, as part of an advertising campaign last year, published short-form fiction on walls and billboards.
It’s as if the apps have realized we’ve become disenchanted with their ways, and now they’re making an effort to treat us right.
Maybe you cannot woo Alyssa Mastromonaco, the White House deputy chief of staff for operations under President Barack Obama, because she has been married since 2013. The ballerina Isabella Boylston, who is also in the campaign and also married, said that she was on Bumble’s BFF platform, though she politely declined to answer a question about whether she uses the app regularly.
(His mom has sent him a steady stream of photos of the billboards and posters featuring him in New York, even though she lives in Pittsburgh.)Mr.
Brands don’t always clearly disclose their exclusive sponsorship of their publications’ editorial content.
Into, for instance, says nothing about Grindr in its URL, on its home page or even in its “About” section.
It is profiling good-looking, high-achieving New Yorkers on articles on its blog, the Beehive, and on bus stops and billboards around New York City.
The dating-slash-friendship-slash-networking app is hoping to sell users on various types of upward mobility.
“I try to avoid all that temptation.”Todd Wiseman, another New Yorker featured in the Bumble campaign and the founder of the video production studio Hayden 5, said that he did use Bumble to find romantic prospects before he was chosen to embody the brand.