A Korean-style fried chicken brand drew online attention after launching a social media gimmick that challenges users not to “like” a comment.
Homegrown brand 24 Chicken sparked buzz on Facebook after introducing what it called the “Zero Like Challenge.”
Under the challenge mechanics, a commenter stands to win a free “Half and Half” order if their comment receives zero likes within 24 hours.
“Half and Half” is a menu offering from the brand that lets customers choose 14 pieces of fried chicken in two flavors. It costs P520.
“Drop your comment below!” the brand said in a Facebook post, which has since earned 3,500 likes and reactions and 23,500 comments from Filipinos.
How users reacted
The stunt prompted skepticism and amusement from Filipino netizens, many of whom doubted that any comment could remain unliked given Filipinos’ active presence on the platform.
“Lahat tayo dito maghihilaan pababa,” an online user commented.
“Eme na naman, 24 Chicken!” another user commented.
“Walang mananalo, hahaha,” said a different Pinoy.
“Eh di talo lahat,” commented another user.
“Hahaha, magaling na marketing!” exclaimed a different user.
“May manalo pa kaya,” quipped another Pinoy.
Facebook remains the most widely used social media platform in the Philippines, with users actively engaging through comments, shares and reactions such as likes.
Filipinos are also known for frequent interaction on posts, making challenges that rely on restraint from engagement difficult to pull off.
