Breaking App Is (Not) Hard to Do in the US

GLASGOW, Scotland, June 29, 2015 /PRNewswire/ --

Americans 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 even though it was created in the UK, 50% of Binder's traffic originates from the US.

Since launching on Monday (22^nd June), Binder has been a hot topic worldwide, with US media outlets such as  Fox News, Washington Post, The New Yorker, the Today Show and Huffington Post all 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 the States - 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 across the Atlantic:

"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. And so making sure that it was functional in the US - the home of the app - as well as the UK was important to the Binder story. 

"“A phone-line was set-up in New York and we anticipated a few hundred US visitors - not over 9000 in less than three days. 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 - if they can make out our Scottish accent!"  

As for whether people are using it to really split up with their partner, Jordan added:

"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 across the US, it's increasingly an important market for us, so we're thrilled that Americans are having a laugh with Binder and enjoying our Scottish sense of humour - it's been a crazy but fun introduction," 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

SOURCE Tennent's Lager