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Suntukan sa Ace Hardware (lit. 'Fistfight at Ace Hardware') was a Facebook event that took place on April 15, 2016, at an Ace Hardware branch at SM City Lucena in Lucena, Quezon, supposedly for a free-for-all fistfighting match. Thousands of Filipino netizens responded "going" on the event's page, which attracted attention from local news sources and made the event into an Internet meme.

Background

The event was created as a shitpost by the Facebook page "Bulbulito Balagbag: tuberong kulay green", whose name is a crude Tagalog reference to pubic hair, some time in March 2016. More than 54,000 Facebook users said that they would go to the event, while around 36,000 expressed interest.

Response

Ace Hardware

On March 31, Ace Hardware Corporation denied any involvement in the event. Netizens mockingly expressed their "disappointment" over the advisory, saying that they cancelled prior commitments, such as weddings and even a childbirth, to attend the event.

On April 4 and 11, 2016, Ace Hardware, in an act that reversed their earlier condemnation, posted a countdown and released a poster for the fictitious event on their official Facebook page. On April 15, the day of the scheduled brawl, Ace Hardware prepared a small mock boxing ring where customers could take photos. The date also coincidentally fell within a 3-day mallwide sale at SM City Lucena.

Advertising industry

Leigh Reyes, President and COO of MullenLowe Philippines, an advertising agency, criticized Ace Hardware's stern reaction to the tongue-in-cheek event, saying that disavowing any involvement and condemning those who organized the stunt is not an effective business strategy, but fame is. Reyes suggested using the ensuing publicity to their strategic advantage by offering discounts to actual attendees, for example.

See also

• Josh fight
• Storm Area 51, They Can't Stop All of Us – a similar satirical Facebook event
• International State College of the Philippines – a fictional university that went viral through a Facebook satire page

References

1. "Fictitious events like "Suntukan sa Ace Hardware" are the new memes". Coconut Manila. March 31, 2016. Retrieved May 26, 2016.
2. "'Suntukan sa Ace Hardware' goes viral on Facebook | Hashtag". GMA News. March 31, 2016. Retrieved May 26, 2016.
3. "What's This 'Suntukan Sa Ace Hardware'?". FHM Philippines. March 30, 2016. Retrieved May 26, 2016.
4. "Look: Stage is set for 'Suntukan sa Ace Hardware'". Coconuts Manila. April 15, 2016. Retrieved May 24, 2016.
5. "VIRAL: ACE Hardware disowns 'Suntukan' event". ABS-CBN News. March 31, 2016. Retrieved May 23, 2016.
6. "Ace Hardware denies involvement in 'Suntukan sa Ace Hardware' meme | Money". GMA News. Retrieved May 23, 2016.
7. "Ace Hardware disowns viral fistfight event, netizens disappointed". Philippine Daily Inquirer. March 31, 2016. Retrieved May 23, 2016.
8. "Ace Hardware Philippines added a new photo. - Ace Hardware Philippines". Facebook. April 4, 2016. Retrieved May 26, 2016.
9. "Ace Hardware Philippines added a new photo. - Ace Hardware Philippines". Facebook. April 11, 2016. Retrieved May 26, 2016.
10. Tantiangco, Aya (April 13, 2016). "Fans hype up Ace Hardware 'Suntukan' on April 15, Carrot Man drafted by netizens to fight". GMA News. Retrieved May 24, 2016.
11. "INQUIRER.net - Happening now: Ace Hardware Sm City Lucena..." Facebook. April 15, 2016. Retrieved May 23, 2016.
12. "Ace Hardware gets ready for 'Suntukan'". GMA News. April 15, 2016. Retrieved May 26, 2016.
13. "About Us - MullenLowe Philippines". Mullenlowe.com. April 1, 2016. Retrieved May 27, 2016.
14. "Suntukan sa Ace Hardware: Marketing Lessons from a Social Slugfest by Leigh Reyes". Adobo Magazine. April 4, 2016. Retrieved May 26, 2016.

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