All TV shows and movies come to an end. The climax and the resolution are crucial components that make a story great, but that still leaves many fans with a longing feeling that’s almost physical.
It’s no wonder that those who’ve been touched by a movie or a show on TV would yearn for it to come back. But some take a more active approach. To help revive their favorite shows, fans from the social networking capital of the world resort to digital marketing. In the Philippines, 37 million people have a Facebook account, sharing an average of 17 million posts daily. Filipinos also recently broke the record on Twitter twice because of their love for AlDub. This just shows how using digital is almost second nature to us when it comes to achieving common goals.
It’s no surprise that the most successful revival campaigns in the Philippines involve memes. Memes are cultural symbols or social ideas that spread out rapidly. On the Internet, the majority of these comes in the form of image macros, which are pictures with text. TV shows and movies are often the origin of many cultural symbols, and their continued popularity as memes indicates a potential underserved market.
And that’s how these shows are revived. Below are a few examples that have been given a fresh lease on life on social media:
Sarah… Ang Munting Prinsesa
Based on a children’s novel by Frances Hodgson Burnett, the charming tale of a little girl forced to work at a boarding school was adapted into an anime, dubbed, and shown on Philippine TV every weekday morning in the 90s along with other children’s anime stories. The show was well-loved enough to spawn a Filipino movie, which, like all other good things, faded in time. However, Sara Crewe and company remained in the minds of a generation and, in 2014, reappeared as memes that poked fun at her endless chore of peeling potatoes. Her popularity exploded. Now the story of Princess Sarah is a regular on children’s morning TV.
Marimar, a 90s TV drama about a poor girl who turned the tables on those who oppressed her, took the nation by storm and spawned a telenovela craze that lasted for almost a decade. The show was even remade in 2007. Koreanovelas eventually replaced the Latin shows, but the original telenovela still had many fans. Eventually, memes started appearing in 2013, but instead of featuring the main character, it was the main antagonist, Señora Santibañez, who became the center of attention. In 2015, another remake was made just in time for a new generation of fans.
One More Chance
Hailed by audiences as one of the most unforgettable Tagalog romantic movies of all time, the 2007 hit starring John Lloyd Cruz and Bea Alonzo captured the hearts of millions. The movie’s touching scenes and quotable lines never left the fans’ memories and were recaptured in the form of image macros, which were often shared online whenever people contemplated the state of their love lives. Its continuing popularity led to a novelization in 2015 along with a sequel announcement.
TV shows and movies are not the only things that can take advantage of memes and social media. A brand can also utilize the same tools to revive sales. Such a project takes considerable finesse and an objective assessment of the brand’s cultural significance. Fortunately, that’s not outside the ability of a digital marketing specialist.
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