Digital disruption is a word freely thrown around, so I will not even use it to describe the AlDub phenomenon.
Unlike the, say, Nora-and-Tirso phenomenon of yore, the Aldub duo of Alden Richards and Maine Mendoza has its place in Philippine history for its impact on both social media and traditional media. How long the Aldub sensation will last is not the point. It is the speed in which it hooked the critical mass that is simply worth highlighting here.
The day the couple appeared on split screens on July 16, 2015 to the time they broke Fifa World Cup’s Twitter records at 39.5 million tweets on October 24, 2015 took a mere 3.5 months. During the same period, the dynamic duo managed to nail prized endorsements ranging from soft drinks, beauty clinic, laundry soap to fastfood chain along the way.