GLASGOW, Scotland /PRNewswire/ -- Singaporeans
have embraced a cheeky new app, from Scottish beer, Tennent's
Lager, that allows people to ditch their other half with the swipe
of a screen. Binder is a tongue in cheek app that allows you to
send a playful breakup message to your partner. The app and
website go-binder.com have proven
extremely popular, with around 24,000 people being 'binned' and
around 60,000 visitors to the site/downloads in the first week
since launch. And, although the app version is only fully
functional in the UK and US, its makers are considering expanding
to Singapore due to overwhelming demand.
Since launching
on Monday (22nd June),
Binder has been a hot topic worldwide, with media outlets from The
Washington Post to Fox News covering the story - each not quite
knowing whether to take it seriously or not.
Binder promised
to shake-up the dating scene by doing the dirty work when it comes
to an awkward dumping. With a simple swipe and a few quick taps, a
personalised voice-message or break-up song is automatically
delivered to your other half, letting them know that the
relationship's over. The Binder break-up song can be heard
here: https://soundcloud.com/kbell89/binder-app-breakup-song.
Created by
Tennent's Lager - a Scottish brand that aims to grow
in Singapore - Binder was in fact developed as
part of a series of animated online comedy sketches called
'Wellpark', which can be found here:http://www.youtube.com/tennentsteam.
Jordan McKenna of Tennent's Lager explains why
the Scottish beer brand brought the joke to life:
"We created the app as
part of our Wellpark comedy series but we'd no idea it would
capture the imagination of people in so many countries across the
world. Because Binder's really a parody and a
piece of satire, it couldn't just be ridiculous, it
also had to be believable.
"We anticipated a
few hundred visitors - not
almost 60,000 in its first
week. The
fact that it's exploded so quickly is
unbelievable. It really is just a bit of fun, and hopefully
those who receive a Binder message will have a sense of humour
about it too.
"We really
can't believe that anyone
would actually use it seriously to do their dirty work. And
if someone tried to dump you using a recording of an out-of-tune
break-up song, surely you'd be glad to get rid of
them anyway?
"Tennent's Lager is stocked in
select bars/stores across Singapore, it's an increasingly
important market for us, so we're thrilled
Binder's been talked about
by Singaporeans so
much. Hopefully we'll be able to bring the
app there soon."
The Wellpark
comedy series includes a range of sketches including 'Aye Watch'
(https://www.youtube.com/watch?v=Y-TRKdDlMyk),
an emotionally intuitive Scottish smart watch; a Scottish butcher
called 'Meats By Dre' (https://www.youtube.com/watch?v=nq8PDs_FYrM);
and friends in the pub, Bobby and Paul, who debate their girlfriend
voices (https://www.youtube.com/watch?v=rzVfTyNBHvE).
The full
series of Tennent's Wellpark sketches can be
seen on YouTube:http://www.youtube.com/tennentsteam
For further
information, please contact Kirstin Stevenson of Wire Media on
+44-(0)7803-970106 /[email protected] /
+44-( 0)141-440-6761