Snapchat? Pfft, SO last week. Madonna’s latest social-app marketing activity is taking place within location-based hookups app Grindr, with a focus on her gay fanbase. Users of the app are being invited to recreate the cover of her upcoming ‘Rebel Heart’ album as their profile pic while adding the hashtag #LivingForLove to its headline, 

and keep it that way until 15 February. Five entrants will get “a chance to chat with Madonna herself on Grindr” with signed albums up for grabs for runners up. It’s a savvy promotion: Grindr currently has more than 5m monthly active users with the nature of the app – meeting people nearby – leading many to check in several times a day.

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