When your business is a dating site with the tagline “Life is short. Have an affair“, you’re probably not too concerned with bad PR. In fact, you might just be the rare brand that thrives on the public’s hate–a brand like Ashley Madison, the world’s “premiere website for discreet connections” between people who are already married. Hmm…

We thought we’d take a brief moment to highlight a PR stunt completely in keeping with Ashley Madison’s brand ethos. In order to promote its services, the company took out a full-page ad in the Super Bowl insert section of today’s San Francisco Examiner. Here’s the visual:

Ashley Madison

Predictable “outrage” ensued–and Ashley Madison’s PR firm Bridge and Tunnel Communications capitalized on said outrage to promote its client via naive media outlets like yours truly. They even called the ad “X-rated” in press releases.

We certainly wouldn’t label this a classy move, but it is a solid PR strategy. Why?

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