#googlemolang is an interactive online game launched by Google and Philippine internet stars that allows users to create their perfect night by using Google search. The campaign effectively engages Filipino netizens by incorporating cultural elements and storytelling through familiar internet personalities, enhancing user experience and search-savviness. By gamifying the search process, it shows users the full potential of Google search beyond basic queries.

1. GOOGLE MO LANG:
“Create your own epic night
with a little help from Google”
#GoogleMoLang
A new campaignthat revolutionizes
online searching in the Philippines
Noreen A. Sayoc
PUBLISH A51: Saturday 9:15-12:45

2. GOOGLE MO LANG: BASIC BACKGROUND
Summary
• Philippine Internet stars together with
Google, devised an online game called
“Google Mo Lang” which was launched
on September 24, 2014. Pinoy netizens are
brought to a virtual adventure to create
their “perfect night” which simulates real-life
setting by prompting Filipinos to use
the Google search product resulting to
different stories and endings for your
“epic night.”

3. MEET THE INTERNET STARS
Clockwise from left: Erwin Armovit
(Sponge Cola), Tricky Ikki, Jako de
Leon (Bogart the Explorer’s manager),
Erwan Heussaff, Chicser members:
Cav Villafuerte, Owy Posadas, Oliver
Posadas, Ranz Kyle, Ully Basa, and
Biboy Cabingon, Ted Mark Cruz
(Sponge Cola), Mikey Bustos, Gosh
Dilay (Sponge Cola).

4. GOOGLE MO LANG: AGENDA & CONTEXT
1– Smartphones are indispensable to
daily life
2– Smartphones have transformed
consumer behavior
3– Smartphones change the way that
consumers hop
4– Smartphones help advertisers
connect with customers
*** As of June 2014, Google is number one Global Search Engine Market with an average of 68.75%.
Baidu is number two with 18.03%. Yahoo in the third spot with 6.73%. And Bing with only 5.55%.

5. GOOGLE MO LANG: THE IDEA
For the interactive game to begin, the
users (players) need to answer a set of
questions only Google Search can figure
out in a jiffy and lets you choose how to
complete your adventure. The concept
is to creatively introduce a host of tips
and tricks that lets Pinoy netizens use the
world’s top search engine more
precisely than previously thought
possible by different Filipino users.
“#GoogleMoLang is the surest shortcut to most
items that concern or interest people, so why not
maximize it?” – Mikey Bustos

6. GOOGLE MO LANG: STRATEGIES
Tactics
1. #Googlemolang was able to create a campaign
wherein Filipino audiences could relate to the to what
was being shown in the interactive game because it
demonstrates a part of our culture. They gave us choices
and made us feel a part of their world and experiences.
2. The campaign was also able to tell a story and capture
the users’ attention with the aid of the famous internet
stars. Not only was it fun but also informative to Filipino
users.
3. The concept was well-thought of through the collective
social media campaigns on Facebook, Twitter and
Instagram that led to a wider Filipino mass audience. It is
an effective marketing strategy that leads to better
consumer engagement.

7. GOOGLE MO LANG: IMPACT OF DIGITAL MEDIA
SERVICE ORIENTED
“Google Search ‘listens’ to what people
exactly mean by their queries and give
people back what they truly need. It shapes
our lifestyle by helping us make the right
decisions from the best available
information,” - Ryan Morales, Google
Philippines Marketing Manager.
NETIZEN COMMUNITY
#GoogleMoLang gets you search-savvy and
forms a community of Pinoy netizens that can
be able to fully maximize the practical uses of
GoogleSearch.
ENHANCED PARTICIPATION
The interactivegamewith a“choose-your-own-
adventure” style encourages and
allows Audienceshavethechoicetohow
they want their quest for the perfect night
to continue with the aid of using the
GoogleSearch.

8. GOOGLE MO LANG: THE DIFFERENT RESULTS
Possible
Endings

9. GOOGLE MO LANG: INSIGHTS & FEEDBACK

10. GOOGLE MO LANG: CONCLUSION
Gamification has been used in everything and
Google has been at it with notable success. Among
them is Google News badges in 2011 that digitally
awards people for reading articles on Google News
and Cube in 2012 that transformed Google Maps
into a 3D game. #Googlemolang was successfully
able to transform its search engine into a hilarious
interactive game. It shows that Pinoy netizens that
are typing queries on the search bar is just
scratching the surface of what Google search can
really do. Users were also able to be a part of
something that they never thought they could: Sing
with Spongecola, Cook beside Erwan Heusaff and
win a rap battle with Bogart the Explorer.

11. GOOGLE MO LANG: REFERENCES
Thank
You!
• http://www.hardwarezone.com.ph/tech-news-googles-new-campaign-
googlemolang-revolutionizes-online-searching
• http://www.adobomagazine.com/digital-news/internet-stars-band-
together-googlemolang
• http://www.pacifiqa.com/entertainment/google-mo-lang/
• http://tarsiertimes.com/google-mo-lang/
• http://www.gmanetwork.com/news/story/380741/scitech/social
media/play-googlemolang-online-adventure-game-gets-you-search-
savvy
• https://www.google.com.ph/campaigns/googlemolang/
• http://www.slideshare.net/techglimpse/google-mobile-report-
2013-philippines
• http://www.slideshare.net/techglimpse/philippine-mobile-trends-
2014?related=1
• http://www.marketing-interactive.com/look-google-gamifies-search-
google-mo-lang/
• On Device Research, June 2014 – Mobile internet users in Phil.