Bindersfullofwomen.com snapped up in 90 seconds

  @EricaFink October 17, 2012: 2:43 PM ET
binders full of women 2

A Democratic PAC snapped up bindersfullofwomen.com just moments after the words left Mitt Romney's mouth.

NEW YORK (CNNMoney)

To cash in on a pithy election sound bite, you have to move fast. The domain name bindersfullofwomen.com was snapped up less than two minutes after the instantly viral phrase left Mitt Romney's mouth on Tuesday night.

The speed race winner was American Bridge 21st Century, a Democratic super PAC. The group's biggest funder is hedge fund billionaire George Soros, who made a $1 million donation earlier this year.

"We bought it because we could tell it would be a memorable moment from the debate," said Chris Harris, the PAC's communications director. "We were sort of on standby, knowing that Internet memes like this can solidify within seconds."

By Wednesday morning, the PAC has a Tumblr-powered website running at the domain featuring critical news articles and policy briefs about Romney's stance on women's issues.

Romney's tin-eared line -- referring to job candidates he reviewed while holding office in Massachusetts -- became an Internet sensation in record time. A scathing Facebook page drew more than 250,000 'likes' in less than 12 hours, and #BindersFullOfWomen took off like wildfire on Twitter.

The debate in 90 seconds

Like Angelina's right leg, the binders have their own Twitter handles. @RomneysBinder and @Romneys_Binder started firing off satiric tweets before the debate ended, and by Wednesday morning, they collectively had more than 20,000 followers.

The $49.95 American Bridge spent to lock up bindersfullofwomen.com through 2017 is part of the nearly $10.7 million war chest the PAC amassed for this election cycle. Founded by conservative-turned-liberal activist David Brock, the group has produced a series of snarky social media gambits like Actually.org, a video collection of "fact-checking" pieces from comedians including Sarah Silverman and W. Kamau Bell. To top of page



Join the Conversation

Market indexes are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer LIBOR Warning: Neither BBA Enterprises Limited, nor the BBA LIBOR Contributor Banks, nor Reuters, can be held liable for any irregularity or inaccuracy of BBA LIBOR. Disclaimer. Morningstar: © 2014 Morningstar, Inc. All Rights Reserved. Disclaimer The Dow Jones IndexesSM are proprietary to and distributed by Dow Jones & Company, Inc. and have been licensed for use. All content of the Dow Jones IndexesSM © 2014 is proprietary to Dow Jones & Company, Inc. Chicago Mercantile Association. The market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. FactSet Research Systems Inc. 2014. All rights reserved. Most stock quote data provided by BATS.