This case provides a comprehensive overview of the marketing strategy enacted by the extramarital dating site, Ashley Madison. The case considers how, after surviving one of the greatest data breaches in history, Ashley Madison has managed to prevail as a widely successful viral brand in the adult dating sector. In overviewing its marketing trajectory, presenting an analysis of the competitive environment, and discussing some of the unique challenges the industry currently faces, this case can be used in two mainstay ways. First, it may be used as a basis for discussing and developing marketing planning for non-traditional and controversial businesses, as well as for businesses that have suffered public relations crises. Second, it may be used to explore the ethical and moral obligations and responsibilities of private businesses.