Pornhub’s latest attempt to lure mainstream advertisers may come off as clingy or brilliant. The porn site is partnering with RedTube, also a porn site, to launch a surprisingly straightforward global advertising contest.
Together, the two sites have thought up a way to capitalize on their combined 90 million visitors a day. They are awarding $100,000 in advertising space to a business, startup or entrepreneur that has the best creative work. Period.
"We’re excited to give promising businesses and entrepreneurs the opportunity to embrace their creativity and utilize our user base," said Corey Price, VP at Pornhub.
To enter, brands must submit two pieces of work, one meant for desktop and the other for mobile, plus a 500-word description of their business or products. The pieces will be judged for their creativity, originality and how the campaign connects with the platform.
The work doesn’t have to be porn- or sex-related, but brands will be scored on whether the work fits the mood of the sites. And entries must be appropriate for the general public. For instance, Eat 24 recently created a campaign for Pornhub that paired food with sex.
"Whether you’re a budding startup or a well-established brand, advertising on an adult site is a virtuously untouched, cost-effective way to expand your audience," said Alex Taylor, VP at RedTube. "This contest is truly a unique experience for us as well, as we continue to diversify our advertising client base and build relationships in new industries."
The contest represents Pornhub’s latest entrée into the world of mainstream advertising. In 2015, the site hired Madrid-based agency Officer & Gentleman to create squeaky-clean ads, including a family tear-jerker for the holiday season. Then, in January, Diesel began to advertise on the site with fully-clothed models.
Submissions will be accepted until midnight on October 31, 2016. A panel of Pornhub and RedTube marketing executives will determine the winner a few weeks after the deadline. For more details, go here.