Magners built Tinster, a dating app for lonely hipsters, ahead of Laneway

The perfect match isn't easy to find — and lonely self-proclaimed hipsters needed help. Magners launched Tinster in the lead-up to 'the hipster event of the year'.

A spoof dating app for 'bespoke people': sign up on the Tinster microsite, get matched with a like-minded hipster, and compete for Laneway Festival tickets.

An online film shot in Singapore by Qrious Lab, released 18 January on Magners Asia's Facebook page and seeded via social, plus a microsite matching beta-testers; participants could win free tickets to Laneway Festival Singapore on Saturday 30 January.

No results reported; the campaign rolled into the Laneway push with beta-tester matching live before the festival.

In January 2016, cider brand Magners launched Tinster — a dating app that 'boldly promises to create bespoke connections between bespoke people' — to help lonely hipsters find true love. Created by Host Singapore, the tongue-in-cheek campaign comprised an online film and a microsite where like-minded individuals could connect.

The film, shot in Singapore and produced by Qrious Lab, was released on 18 January on the Magners Asia Facebook page and seeded via social channels. Magners then began searching for 'beta-testers' in the lead-up to the hipster event of the year, the Laneway Festival.

Participants who signed up on the Tinster microsite were matched with each other and got the chance to win free tickets to Laneway Festival Singapore, taking place on Saturday 30 January.

The brand enters hipster culture by gently mocking it — and itself — rather than crashing the party with a straight ad.

The mechanic doubles as a data play: matching beta-testers gives people a reason to sign up before the festival.

The prize is precise: Laneway tickets, the hipster event of the year, align the brand with the scene it courts.

Sell by parodying your customer's self-image: a spoof dating app flatters the hipster stereotype while the brand plays willing participant.

The film was released on 18 January 2016; beta matching ran up to Laneway Festival Singapore on 30 January. No signup or sales figures were reported.