Grindr, the world's leading dating app for gay, bi, trans, and queer people, has debuted a naughty new notification sound that is sure to raise a few eyebrows.
Launched in time for the U.S. Open, users can opt to use the new tennis-inspired "Grunt" sound bite to replace the app's iconic "peep" effect, which plays whenever users tap on a potential match.
The humorous new feature is a celebration of the often sexually charged sport, something that Grindr users can enjoy both on and off the court.
View this post on Instagram
The Grunt Notification can be enabled on the Grindr app by following these simple steps:
- Tap your profile photo
- Tap Settings
- Beneath Notifications, turn the "Sound" toggle on
Users can enjoy the new feature from August 26 until the end of September.
The hilarious and somewhat absurd nature of Grindr implementing a minor yet memorable change is the perfect recipe for a viral campaign.
This not only helps spread awareness and build brand identity, especially for those with a tight budget but also enhances the chances of successfully attracting new users.
Caught in the Act
Grindr recently made headlines in May after a viral segment at Eurovision involving a phone blowing up with Grindr notifications.
In a short segment, the show's host Petra Mede borrows a phone from a random member of the audience to demonstrate the Eurovision app.
Suddenly, the phone chimes with the iconic Grindr notification sound, which the crowd immediately recognizes.
View this post on Instagram
Though hilarious, some fans questioned the authenticity of the moment, chalking it up to good marketing.
Grindr responded with a humorous Instagram post leaning into the moment, imagining what exactly the messages on that phone said.
The app has been generally successful with social media marketing in the past, owing to an active, irreverent, and modern online presence that often utilizes humor to cut through taboo topics.
Meanwhile, a new dating app, Better In Person, was just launched with a controversial marketing stunt, calling everyone to report every F**kboy they know.
Editing by Katherine 'Makkie' Maclang
