BrandArena: Creativity, Youthful Zest Defines Star League – Text & Play

Thursday, 28 March 2013

Creativity, Youthful Zest Defines Star League – Text & Play

(L-R) Marketing Director, Nigerian Breweries Plc, Walter Drenth, Brand Manager Star, Omotunde Adenusi and Senior Brand Manager Star, Itah Bassey at the unveiling of Star League text and play consumer promo in Lagos.
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 unveileda unique and exciting consumer promotion themed Star League – Text & Play.The activity is another avenue for consumers to display their creativity as they enjoy their favorite brand. The pan Nigeria activity will avail consumers the opportunity of winning exciting prizes in the process.

Speaking at the press briefing heralding the promo in Lagos, Mr. Walter Drenth, Marketing Director Nigerian Breweries plc said “over the years, Star Lager Beer has risen to become the number 1 favourite beer (Lager and Stout) in Nigeria. As the undisputed Lager market leader (exit 2012), Star is undoubtedly the biggest beer brand 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 & 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 & 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 crown corks will have codes with differentiated points in 5 bands of 10pts, 20pts, 30pts, 40pts and 200pts.

To participate, consumers will send by SMS the code under the crown cork with their full name, age and state of residence to 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 ( 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.

For each of the 36 States and Abuja: Top 15 winners get iPads with customized sleeves; Next 550 winners get Premium head phones whileNext 1000 winners get Exclusive Star DVDs.

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