Fancy Hooking Up With Madonna On Valentine's Day? Get On Grindr!
Queen of pop turning to gay dating app to meet her subjects...
Pop stars are always looking for new ways to connect with their core fans - with Twitter Q&As, Reddit AMAs and Facebook chats all booming in popularity.
However Madonna has swerved the normal routes in favour of a gay dating and hook-up app Grindr, with a promotion that will see five fans getting lucky on Valentine's Day by winning a chat with her over the app.
Fans have been instructed to "recreate Madonna's Rebel Heart album cover with you as the star and post as your Grindr profile picture and add hashtag #LivingForLove to the headline in your profile by 11:59PM PST February 14th, 2015".
The contest doesn't specify whether fans should use digital effects or get all Blue Peter with make-up and sticky-back plastic.
And it's not the first time Madge has led the way in emerging social media apps - debuting her new single Living For Love on Snapchat last week.
Rebel Heart is released on 9 March.