UM launch virtual Ramadan for Telekom Malaysia

Timeless traditions meet cutting-edge contemporary in UM’s latest campaign for Telekom Malaysia (TM). More than a billion muslims around the world celebrate the month of Ramadan, or Raya, breaking fast each evening with friends and family.  This year, TM chose to celebrate this holiday with its Virtual Raya Social Game.

Open house is an age-old tradition in Malaysia, where villagers openly invite others to break fast with them.  The tradition began with the start of Raya, and as such, the Virtual Raya Social Game allows users to hold a Virtual Open house.  Users can design their own home, decorate the interior, select which delectable dishes to offer up — and then invite their friends, family and the whole world to share in the feast.

Within a few days of launch, the campaign has exploded on Facebook, with thousands hosting their own open house, visiting others, feasting, socializing and recreating the spirit of Raya in the Social age.

“There is a perception that social media is destroying age old traditions and sentiments. In contrast, we believe that social media has the power to complement and amplify cultural traditions and community conversations.  In fact, Facebook has made bonding and connections location-free.

“Social gaming on Facebook is the next big play, and it has provided the perfect platform for engaging the ‘social generation’ with the essence of festivity. We are excited about the viral momentum the campaign has unleashed and the equity it’s building for brand TM,” said Prashant Kumar, CEO of UM Malaysia.

TM is the largest broadband player in Malaysia and has led Malaysia’s achievement of 60% broadband penetration.  In a CNN Survey, Malaysians were found to have the highest number of online friends in the world last year – an average of 233.

Link: http://apps.facebook.com/ecopenhouse/?ref=ts