People from around the world might be wondering what the fuzz is all about this AlDub phenomena. It has swept the social media world by supertyphoon – first surpassing the tweets for MTV’s Video Music Awards for 2015 with the #AlDubEBforLove hashtag, then a whopping record-breaking 41 million tweets posted for #ALDubEBTamangPanahon hashtag, surpassing the previous tweet record posted during the Brazil vs Germany World Cup semi-final match.
Closer investigation will lead you to the Philippines’ longest running noontime show Eat Bulaga, particularly towards their daily segment called “KalyeSerye” or Street Theater – for most of this segment’s action is literally done in the streets.
During this segment, you’ll soon catch glimpses of actor Alden Richards exchanging giddy pleasantries via split screen from Broadway Centrum Studio, to Nicomaine Dei “Yaya Dub” Mendoza who’s out in the streets with Lola Nidora and cohorts – old ladies played by hilarious male actors in drag. A play with Alden’s name and Yaya Dub’s coined the term AlDub – which local TV and social media fans caught up like wildfire.
These hilarious moments captured the delight and imagination of Filipino fans worldwide, captivating even celebrity athletes and personalities. Then at a perfect moment, for it is what the “Sa Tamang Panahon” event literally stands for, the AlDub phenomenon revved up its full thrusters, breaking global tweet records and garnered an amazing AGB Nielsen-certified viewership rating of 50.8% in Metro Manila alone.
So what is it about AlDub that even Twitter execs can’t deny the fact that it is a truly global social media phenomenon? It can be summarized with this basic term – the Power of Storytelling – something Digital Marketers can learn a lot about.
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