By Osagie Alonge
In its resolve to maintain its commanding dominance of the beer market in Nigeria and keep its consumers actively engaged, Star Lager beer from the stable of Nigerian Breweries PLC has unveiled a unique and exciting consumer promotion themed Star League – Text and Play. The activity is another avenue for consumers to display their creativity as they enjoy their favorite brand. The nationwide activity will avail consumers the opportunity of winning exciting prizes in the process.
Speaking at the roll out event in Lagos, Walter Drenth, Marketing Director Nigerian Breweries PLC said ‘Over the years, Star Lager Beer has risen to become the number 1 favourite beer and the undisputed market leader in Nigeria. The brand has continued to keep its consumers actively engaged all year round through its exciting consumer engagement platforms that cut through music, football and consumer promotions’.
Star League – Text and Play, the Marketing Director stressed would be a consumer promotion with a difference. ‘It is an innovative platform where consumers would be actively engaged throughout the duration of the promotion, while they stand the chance to win exciting prizes in the process. It is unique, interesting and different‘.
The Star League-Text and Play will run from April 2nd to May 31st, 2013.
The promotion is a crown cork based one- that means consumers will buy and open a bottle of Star, enjoy the rich taste, look under the crown cork and there they find their ticket to be part of the exciting Star League. There will be two categories of winning crown corks: The first 50% of crown corks will have codes with differentiated points in 5 bands of 10pts, 20pts, 30pts, 40pts and 200pts, while the remaining 50% of crown corks will carry the brand’s website address: www.star-nigeria.com
To participate, consumers will send by SMS the code under the crown cork with their full name, age and state of residence to the short code 30383. Consumers must have a mobile telephone line from any of the mobile service providers in Nigeria, registered in their name. The SMS system will work with all major telecoms operators in the country.
The mobile phone number used to send the code will be used to register the consumer on the Star website and Star database. They will automatically get a response with the number of points earned per crown cork and a directive to check their ‘standing’ on the ‘League Table’ at (www.star-nigeria.com). This applies to every subsequent successful entry. The consumer will accumulate points over the period of the promo using the registered mobile number. With every subsequent successful entry, they will get a response with the cumulative points to date on that particular phone number.
What makes the promo more exciting is that consumers will have the opportunity to view their position by the points accumulated on a specially designed League table per State of entry on the Star website. At the end of the promotion, participants with the highest points from each ‘State League’ will be rewarded as follows:
For each of the 36 States and Abuja: Top 15 winners get iPads with customized sleeves; Next 550 winners get Premium head phones while Next 1000 winners get Exclusive Star DVDs.
Noted for holding its consumers in very high esteem and for doing things in unique ways, the brand will add a personal touch to the winning experience. Hence, the prizes will be delivered personally to the different winners wherever they may reside in the country at their advised and verifiable physical addresses. ‘For Star, this is the least of its gestures at appreciating the consumers’ unwavering love for the brand’, Drenth concludes.
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