FROM LEFT, Aliza Knox, Twitter VP Online Sales Asia Pacific and Latin America, Rishi Jaitly, VP Media, Asia Pacific & Middle East, and Richard Alfonsi, VP for Global Online Sales, are joined by a life-sized standee of Maine Mendoza of the global phenomenon, AlDub.
“THE STORY of AlDub is the story of Twitter in the Philippines.”
That was how Twitter global executives described the “AlDub” phenomenon in the country. They say it was a “tipping point” that eventually made the Philippines one of Twitter’s fastest growing markets.
Over 30 million global tweets were recorded during AlDub’s “Sa Tamang Panahon” concert in October last year. It eclipsed the 3.3 million local tweets sent during Pope Francis’ visit in January 2015.
“As one of the largest social media markets in the world, the Philippines has been an amazing success story for Twitter in 2015. Twitter helps Filipinos of all ages, communities and backgrounds to connect to one another every day, but it also connects the rest of the world to the country’s vibrant culture,” says Twitter vice president for global online sales Richard Alfonsi.
Eat Bulaga, the longest running noontime show that began in the 1970s, was responsible for creating the tandem between screen idol Alden Richards and social media star Yaya Dub, who now goes by the screen name Maine Mendoza. At first separated by a split screen, the couple went on to meet face-to-face—thanks to a conservative, yet loving lola—in the jampacked Philippine Arena last October. Before the so-called “Sa Tamang Panahon” meet, however, the budding relationship dealt with numerous obstacles that prevented them from meeting in the flesh.
Thanks to the AlDub fans, the couple’s story was recorded everyday on Twitter. The hashtags that came with their story even captured the attention of foreign media.
But what caught Twitter’s eye was how Eat Bulaga’s producers engaged the Filipino viewers to participate in the evolution of AlDub’s story.
Twitter vice president for media in the Asia-Pacific and Middle East Rishi Jaitly says, “Twitter became essential on storytelling. It has been a companion for TV. Most millennials are using Twitter as a second screen while watching TV.”
He says Twitter was essential to the experience of the “AlDub Nation,” the legions of fans who were drawn to the story of the love team.
Producers harnessed the power of listening through a little microphone known as Twitter to create the show together with the audience. The phenomenon demonstrated Pinoys’ creativity to create content that led to captivating an entire nation.
“It has been a powerful example of what it means to listen to your audience,” he adds.
The extraordinary number of tweets during Aldub’s charity concert even broke the record held by the 2015 Super Bowl. The AlDub event garnered 37.2 million tweets in a 24-hour period, while the Super Bowl event in February last year recorded 28.4 million tweets.
Thanks to AlDub, advertisers around the world are now keen to try out Twitter’s reach as a powerful platform to share and connect with consumers from all over the globe.
Twitter is also on a mission to help brands create a live connection to their customers, their passions and cultures. The connection is highly plausible because of Twitter’s influential live audience, premium live reach and live creative canvas, Jaitly says.
To express their gratitude, Twitter launched the #TwitterCityPH at the Mind Museum in February, a first in the Asia-Pacific region.
The #TwitterCityPH was an experiential space that showcased Twitter as a live connection to Pinoy culture. It showed different buildings and interactive zones such as a photobooth area called #SelfieMuna, an #Aldub TV booth, a basketball court, a #FoodStrip and #PiliPinasDebates2016 podiums.
The exhibit showed the direct relationship between TV and Twitter, where advertisers could benefit from the union of traditional and new media. It posed a new way to reach out to consumers and to drive virality in order to bring in higher revenues.
The Aldub phenomenon has opened numerous doors for the Philippines.
For the national elections this May, Twitter is teaming up with the Commission on Elections (Comelec) for the first-ever #TwitterElection in the Philippines.
The social media company will provide additional platforms to allow Pinoy voters to fully participate in the elections. Tools and analytic engines will be provided to aid the Comelec.
“It is and always will be a Twitter elections. In the past, Filipinos have used Twitter to tweet Comelec regarding the violations they encounter,” Jaitly says.
Twitter has truly barreled its way to becoming one of the most prominent social media platforms today. Over 820 million around the world use Twitter and over 500 million tweets are sent per day.