grum is the bomb!
I often put reverb on my kick, I usually set up two reverbs on sends. a 'drum' reverb which just adds drum ambience to my drum sounds so its quite short, then I also have a wider one set up which is more for atmospheric stuff which I usually use for synths or pads. In the intros I like to use the atmospheric, wide reverb sent to the kick, makes for nice intros and creates space. The beauty is with the send you can apply an EQ after the reverb so the wide, atmospheric verb only affects a certain frequency range on the kick......(sending reverb to low frequencies is a good way to clutter your mix).
Also a touch of reverb on a kick isn't that unusual. once my track fully comes in I like to turn off the wide reverb to the kick but still apply a touch of my short 'drum' reverb to the mid/top of my kick. Why? because every sound you hear ever has some sort of reverb on it. Every wave of sound that comes into your ear has in some way reflected off something. So reverb is very natural to humans. Often kick sounds straight out of sample packs or synths are extremely Dry. Completely dry sounds are unnatural for humans to hear so I feel adding a touch of reverb, on a send, at specific frequency ranges on your kick can add a natural sound without muddying your mix. of course you have to find the balance and get it sitting in your mix right but don't be afraid to use reverb on the kick. its just how you use it that is important.