Grindr UNWRAPPED is the brand’s annual, pop culture–charged climax: a data and Grindr community driven microsite that turns a year of gay connection, conversation, and desire into a bold, shareable snapshot of gay life. As the first and original “Wrapped for the gays,” UNWRAPPED was created to transform Grindr’s first-party data into culture, taking what happens in-app and making it irresistible everywhere else.
In its fifth year, UNWRAPPED 2025 cemented Grindr as the connective tissue of queer culture- not just where people meet, but where trends are born, language is shaped, and the community sees itself reflected back with humor and heart. The objective was to evolve UNWRAPPED from a collection of spicy stats into a true moment of collective self-recognition, one that feels unapologetically horny, deeply human, and unmistakably Grindr.
By translating anonymized behavioral insights pulled from user data into culturally fluent storytelling, the microsite became the definitive source powering social chatter, screenshots, memes, and earned media. It's designed to be quoted, debated, and shared at scale.
Ultimately, the goal was threefold: drive massive engagement with the UNWRAPPED microsite, strengthen and secure Grindr’s authority as a cultural voice with a point of view, and deepen user affinity by saying the things only Grindr can say, in the way only Grindr would dare to say them.
Grindr UNWRAPPED 2025 came to life as a multi-platform pop culture moment, anchored by a bold, editorial-style microsite designed and built in-house to feel less like a landing page and more like a destination. The site served as the campaign’s epicenter: a temporary but highly anticipated home for the year’s most revealing, hilarious, and culturally resonant insights into gay life around the world.
From the jump, the microsite was conceived as both a storytelling canvas and a distribution engine. Each insight debuted first on the site, then cascaded outward across Grindr’s owned channels, social platforms, and earned media, ensuring the data didn’t just live on a page, but traveled through culture. The execution focused on translating anonymized first-party data into narratives that felt fluent in the way queer people actually talk: sharp, horny, self-aware, and hyper-specific paired with an in-app survey to uncover cultural insights from the community. Bold visuals, scrollable modules, and punchy headlines transformed raw numbers into moments worth screenshotting, sharing, and debating.
The experience was intentionally lightweight, mobile-first, and frictionless- optimized for fast hits and deep dives alike. Users could drop in for a quick laugh or scroll through layers of increasingly unexpected reveals, with each interaction reinforcing the microsite as the definitive source of truth for Grindr UNWRAPPED.
To extend the experience beyond the screen, select UNWRAPPED “winners” were gifted physical trophies, placed into the hands of real people and cultural figures, who shared them organically across social media, bringing the microsite’s insights into the real world and turning digital data into tangible, community-driven celebration.
The biggest challenge was standing out in a saturated year-end “wrapped” landscape. UNWRAPPED 2025 cut through by refusing to imitate and instead doubled down on what only Grindr can offer: global gay insights rooted in lived experience, desire, and connection. By positioning the microsite as the cultural backbone of the entire campaign, Grindr didn’t just publish a recap of the year. It created a moment the community waits for, talks about, and sees itself inside, every single time.
Grindr UNWRAPPED 2025 met and exceeded its objective of serving as a global cultural celebration for the gay community, using the microsite as the centerpiece of a larger tentpole moment that traveled seamlessly across press, social, and in-app experiences.
The campaign delivered significant PR impact, securing 109 global placements across the U.S., UK, and Brazil, including VICE, The Verge, Mashable, Financial Times, Axios, WIRED, Queerty, Gay Times, and more. Earned coverage generated over 1.59B impressions, with PR coverage doubling year-over-year and blog views increasing 11x, positioning the microsite as the definitive source for press, creators, and cultural commentary.
Social momentum was equally strong. UNWRAPPED drove a +45% year-over-year increase in social impressions, while a pre-launch voting push generated 322K impressions, followed by post-launch winner content delivering 2.4M impressions. Influencer partnerships and boosted amplification further extended reach, driving an additional 3.8M impressions, while custom physical trophies sparked organic celebrity sharing from names including Kesha, Benito Skinner, and Trixie Mattel.
The microsite itself delivered record performance, attracting 1.3M+ views and fueling high-intent engagement as users quickly screenshot and shared insights across platforms, turning data cards into social currency. In-app distribution reached 8.2M users, contributed to a +68% lift in App Store impressions, and supported a fully integrated, global rollout.
Together, these results cement Grindr UNWRAPPED 2025 as more than a year in review recap- it’s a cultural ritual that deepens user affinity and reinforces Grindr as the barometer of gay life, language, and desire worldwide.