BIGI and Fearless Energy Drink are redefining youth engagement by turning campus activations into immersive consumer experiences through Soundcity On Tour 2026.
The nationwide tour, which will visit 20 tertiary institutions, is bringing music, entertainment, talent discovery and brand interaction closer to thousands of Nigerian students.
For BIGI and Fearless, the partnership reflects a shift from traditional brand communication to experience-led engagement, creating moments where consumers do not just see brands but actively participate in them.
Students interested in the competition can register digitally or on-site and submit a one-minute video demonstrating their rap or vocal ability. Participants are expected to tag @drinkbigi and @soundcityontour in their entries.
BIGI Spotters review the digital submissions and shortlist participants for campus auditions. At each participating institution, a dedicated BIGI Talent Zone will provide a platform for shortlisted students to perform before a panel of industry professionals.
The judges select the strongest performers to compete at the campus finale, with the third day of the activation serving as the Grand Finale, where the campus winner is determined.
 |
| L-R: Mrs Ruth Mark, Brand Manager, SOSA; Mrs Temilade Adu, Corporate Communications Manager, Rite Foods Limited; Biola Aransiola, Brand Manager, Bigi; and Adetutu Adedoyin, Assistant Brand Manager, Bigi, at the Bigi X Fearless Soundcity On Tour Media Update Session in Lagos on August 12, 2026. |
The competition offers a cash prize structure at each campus, with the winner receiving ₦500,000, the first runner-up ₦250,000 and the second runner-up ₦150,000.
The competition also provides a pathway beyond individual campuses. Winners from participating schools will progress to compete against other campus winners within their respective geographical regions. A regional winner will emerge from each region, with the regional champions advancing to Abuja for the next and final stage of the competition.
While BIGI leads the music component of the activation, Fearless Energy Drink supports the entertainment offering through the Fearless Dance Competition, designed to encourage participation, generate energy and deepen engagement among students throughout the campus tour.
Across campuses, students are experiencing live performances, competitions, talent showcases and interactive activities designed around their interests, passions and lifestyles.
At the University of Lagos, more than 5,000 students attended the tour despite rainfall, enjoying performances from leading artistes while taking part in activities including the BIGI Music Competition, which offered prizes worth more than ₦5 million, including scholarships.
The initiative builds on BIGI’s reputation for connecting with consumers through entertainment and youth-focused platforms, including its sponsorship of Nigerian Idol, which has supported music talent discovery over multiple seasons.
Toyin Nnodi, Head of Marketing, Rite Foods Limited, said “Today’s consumers want brands that understand them and create experiences they can be part of. Through BIGI and Fearless, we are building stronger emotional connections by bringing entertainment, creativity and opportunities directly to young Nigerians.”
As Soundcity On Tour moves to the University of Port Harcourt and other campuses, BIGI and Fearless continue to demonstrate that meaningful consumer relationships are built not only through products, but through shared experiences.
No comments:
Post a Comment