Maybe you’ve seen the images all over Facebook already, but the Philippines Department of Tourism’s (DOT) campaign that launched the first week of 2012 isn’t entirely new. In 1951, Switzerland launched a similar campaign. However, what Switzerland didn’t have sixty years ago was the benefit of social media. That, and they didn’t have the effectively simple ”advice animals” format – that is, an image with a couple lines of white text on top.
For example, “Getting upstairs. More fun in the Philippines”, laid on top of a picture of the famous Banaue Rice Terraces.
It’s viral gold. Anyone can make their own with the right tools (or this handy ”more fun maker”). Heck, you don’t even need an image – it’s the perfect campaign for Twitter with the (admittedly long) hashtag #itsmorefuninthephilippines.
It’s a great move by the DOT, since it’s so simple and everyone’s gotten into it; even many celebrities in the Philippines have played with it. Combine this with the fact that Pilipinos are quite inclined to adopting technology. Your house may not have a shower, but you for sure have a phone to text with and a Facebook account to keep in touch with people. When I was there last year, my sister and her boyfriend played with a bunch of the neighborhood kids and bought them treats. Upon our return, a couple of these grade schoolers had added them on Facebook.
And this wasn’t by accident either. One of the images on the campaign’s website shows a guy taking pictures underwater with the caption “Status updates. More fun in the Philippines”. As a social media addict myself, it gives me a bit of geek pride to see the Philippines capitalizing on technology in such a way. Then I get a bit of heritage pride when I see people re-posting the particularly clever takes on the campaign.
What would you say is more fun in the Philippines? Or maybe even just your hometown? I’m thinking…”MVPs. More fun in Chicago”.
