“Google mo lang: The Perfect Night” is a choose-your-own-adventure game driven by the player’s Searches. They are asked to “Google mo lang!” and Search the answer for a given situation. It is housed in a microsite that plays videos from the first-person point-of-view so that it appears that YouTubers are interacting with the player. The beauty of the game lies in the seamless integration of Google into the story, thereby demonstrating the daily relevance of Google. Because the campaign was created in partnership with YouTubers, they launched the game for us through their own social media channels.

The game reached >1.6 million unique users over 2.1 million sessions. The microsite was shared 337k times on Facebook and received 8 million Twitter impressions. Players shared photos of their completed badges, asked for more story-endings to play, and even created game guides. The campaign earned US$400k of social media mentions and US$250k of press pick-ups, with a budget of only US$65k. Search volume also grew by 16%.

More importantly, “Google mo lang” started a shift in the perception of Google Search: from serious and boring to fun and therefore relevant to fun-loving Filipinos.