Madonna Turns to Grindr for 'Rebel Heart' Contest

Pop icon offers five fans the chance to chat with her on the gay dating app

Madonna has launched a new competition on Grindr around her new album 'Rebel Heart.' Credit: Jason Kempin/Getty

Madonna is amping up her social media game once more in the run-up to her new album, Rebel Heart, offering five fans the chance to win a special chat with her as part of a competition on the gay dating app Grindr.

To enter, users must recreate the Rebel Heart album artwork — a photo of Madonna with black nylon laced around her face — and post it as their Grindr profile picture, along with the hashtag #LivingForLove. Photos must be posted by 11:59 p.m. PST on February 14th and remain up until the end of the day (also PST) on the 15th; winners will be contacted through the e-mail address listed on their profiles.

While the five grand prize winners will get the chance to chat with Madonna on Grindr, three first prize winners will receive a signed copy of Rebel Heart, while three second place finishers will win a copy of the album.

Madonna has turned to social media several times to promote Rebel Heart, though some moves have been savvier than others. Most notably, the pop icon debuted the matador-themed video for "Living for Love" on Snapchat. While other artists have used the app to tease new music, Madonna became the first to premiere a full video on Snapchat's "Discover" page, letting the clip exclusively air there for 24 hours before it hit more traditional video mediums.

A gambit on Instagram, however, proved less effective. The singer came under fire last month for posting photos of Martin Luther King Jr., Nelson Mandela and Bob Marley with the nylon string of the Rebel Heart album art photoshopped onto their faces. While Marilyn Monroe, Miley Cyrus and Homer Simpson also received the #rebelheart treatment, many criticized the pop star for altering the photos of civil rights leaders, urging her to take them down.

Madonna also took to the Internet to combat a leak of Rebel Heart in December, frantically finishing six tracks and posting them on iTunes within days of the unauthorized release (an Israeli man was recently arrested over the leak). Rebel Heart features production from Diplo, Avicii and Kanye West, among others, as well as guest appearances from Nicki Minaj, Chance the Rapper, Mike Tyson and Nas. The album officially sees release on March 10th.