Sponsor 
THE PHILIPPINES, JULY 25, 2012: With the advent of Facebook, the line between real life and online life has been blurred. More and more people believe that life is lived to fullest when one is able to share experiences online.
Publicis Manila and NESTEA took this idea and showed participants at the recently concluded 15th Nestea Beach that they don’t have to choose between online or real life.
With the unique use of the Radio Frequency ID or RF ID, the little tag used in marathons to help people clock in their time accurately without touching a watch or a computer, participants were able to get their photos taken and have them instantly uploaded on their own Facebook and Twitter pages, all while having fun.
The mechanics were simple – participants simply had to “shoot, swipe and share”, making the island event spread all over the nation by simply saying, “With all the fun in the beach, ikaw na lang ang kulang! (You’re the only one missing!)” Real time updates about Nestea Beach stormed the internet community, increasing Nestea’s Facebook viral reach by more then 3000% while Nestea’s Twitter acquired 840 new followers within the span of the 3-day event.
The idea of “ikaw na lang ang kulang” was spawned from the insight Life: Live. The campaign became successful because the Filipino’s favorite topic, “life as it happens”, was brought to a platform that is quick to spread – social networks. Publicis Manila has truly broken ground by taking a bold step to make life online all the time.
