MAKE JOKE APP, BLOW UP THE INTERNET AND CONFUSE USA TODAY
HEARTBREAK FOR BEER
As part of Tennent’s Wellpark, a reactive comedy cartoon series Studio Something created for Tennent’s Lager, we created a ‘novelty’ app called Binder. Wellpark was a fictional town in Scotland, in that town we created a fictional tech company called ‘Peach’. Peach was responsible for ‘Binder’.
Binder - The Break-Up app, was the antithesis of Tinder. ‘There’s an app to find the one, now there’s an app to get rid of the one’. We created a sketch announcing it’s arrival then created the working ‘tongue-in-cheek’ version of it to back up the joke.
The app itself was available on Apple, Android and desktop. It allowed the user to enter the name of the dumpee, pick a callous excuse then with a simple swipe to the right they could ‘bin’ their other half without the faff. The recipient would then be sent a text message as to why their dreams had just been shattered and, to just drive home the despair, they would also be left a meandering voicemail that also delivered the cold hard truth.
As part of the wider Tennent’s Wellpark campaign we wanted to entertain the target market in the spaces they already inhabited online, Facebook, Twitter, App Stores etc, as well as making Wellpark feel like a living breathing place you could interact with. It felt right then that we should actually create the app.
Binder is, thank goodness, a joke. Laird and Greenhill, who work at a branded-content firm in Edinburgh, came up with the idea as an offshoot of a campaign for a Scottish beer, and they speak of their app with the silliness of naughty boys
Betsy Morais, The New Yorker
FAKE, BUT REAL.
The strategy of the overall campaign was to entertain Tennent’s audience, 18-24 year old males, on the mediums they frequented about subjects that they cared about.
The app and sketch went live together, the app was available through various app stores and online and the sketch was shown on Facebook and Youtube.
Within hours of it going online the app began to gain traction, with thousands of online comments about it in the first few hours, people questioned whether this was ‘technology gone too far’.
The app and sketch went on to be reported as a news story around the world, including on The Today Show, NBC, Fox News, and in The Daily Mail, The Independent, The Guardian, The New Yorker, Grazia, Cosmopolitan, GQ amongst many others.
The New Yorker even wrote a thought piece on the whole thing [link]
Currently, around 17,000 results are showing on Google for Binder Tennent’s Lager.
Was number two in the Lifestyle section of the Apple App store,
It was a story that went truly viral – Binder’s international reach and the high recognition of Tennent’s name in coverage was an outstanding result for the brand. Indeed, this is the biggest-reaching story that Tennent’s has been involved in many years –possibly ever.