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Creativity, Youthful Zest Defines Star League – Text & Play

(L-R) Marketing Director, Nigerian Breweries Plc, Walter Drenth, and the Brand Manager Star, Obabiyi Fagade at the unveiling of Star League text and play consumer promo in Lagos
(L-R) Marketing Director, Nigerian Breweries Plc, Walter Drenth, and the Brand Manager Star, Obabiyi Fagade 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 unveiled a 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”.

He added that Star upgraded its packaging (Staniol and new body and back label) in July 2012 to re-assure consumers of its premium quality and modern feel. The packaging upgrade saw the introduction of new brand communication and the launch of a new brand pay-off based on the Star brand story: Shine On. Through October to November 2012, Star gave a lot of its loyal consumers the cherished opportunity to shine in the “Star Time to Shine” promo.

(L-R) Corporate Media/Public Relations Manager, Nigerian Breweries Plc, Edem Vindah, Marketing Director, Walter Drenth and the Senior Brand Manager Star, Itah Bassey at the unveiling of Star League text and play consumer promo in Lagos.


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 (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 Offer Period, 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 whileNext 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.

Coming from a rich heritage, STAR has remained contemporary and grown in the face of increasing competition through continued innovation in response to consumer needs.Just a few weeks ago, Nigerians witnessed yet another remarkable chapter with the successful launch of STAR Music –the one stop shop for music, videos, hotgists and so much more in and around music and entertainment world. STAR Music birthed the launch of the First-of-a-Kind Music Application in Nigeria. The App called “Star Music is a two-way interactive App that is already changing the way consumers experience music. In partnership with some of the biggest names in entertainment MTV BASE and Nigerian Entertainment Today – consumers can watch videos, stream and download their favourite songs, create their own playlists, enjoy breaking news on their favourite stars while interacting and sharing the fun with each one another.

After over 63 years on the saddle, Star remains a major force in the market and is poised to increase its dominance in the market even further through continued innovation and always taking the lead in responding to consumer needs.

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