Grindr has launched the ‘Grindr Pride: The Comeback’ campaign, embracing the return to live events in 2021. Many of the 2020 Pride Month events had to take place in a virtual capacity, given the limitations imposed by the Coronavirus pandemic.
Director of Marketing Alex Black told Adweek that Grindr was a platinum sponsor of WorldPride NYC 2019, which brought some four million people to New York for the parade and related events.
He explained: “We were all guns blazing on another in-person event for 2020. By March or April, it was pretty apparent that it wasn’t going to happen.”
“Over 100,000 restaurants and bars have closed since the pandemic. We are treating users to a big welcome back to these queer spaces, supporting bars and clubs, covering drinks, covering performer fees.”
The centrepiece of ‘Grindr Pride: The Comeback’ is a number of safely executed in-person events at iconic LGBTQ+ venues across 10 different cities on Saturday, 26th June, in line with each city’s reopening policies.
The cities where events are being held include Atlanta, Chicago, Los Angeles, Miami, New York, Philadelphia and San Francisco.
Grindr pivoted to 30 days of all-virtual, all-digital events last June. Black said 35% of the app’s daily active users engaged with those events and 65% of those who did responded in surveys that they were enjoyable.
The gay dating app currently counts 13 million monthly active users, and five million daily active users across the globe.
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