In 2015, Maine Mendoza — a popular Filipino user of Dubsmash who had been nicknamed the "Queen of Dubsmash" — became a cast member of the Filipino variety show "Eat Bulaga!" She appeared in a recurring sketch as a character named Yaya Dub, whose dialogue consisted exclusively of lip-synced audio. Her spontaneous reactions to fellow cast member Alden Richards during a remote broadcast resulted in the creation of an on-air couple known as AlDub, in which the two were portrayed as a couple who never physically meet, and communicated solely via lip-syncing. The couple became a major cultural phenomenon in the country, and appeared on-stage for the first time in an October 2015 concert special, "Tamang Panahon". A hashtag associated with the special received 41 million posts within 24 hours on Twitter, beating a global record previously set during Brazil and Germany's semi-final match at the 2014 FIFA World Cup.