STAR continues to push its frontier with consistency and innovative activation. Apart from using other platforms to reach out, the brand deploys music to drive affinity with its consumers.
STAR uses football through its Super Fan activation to provide enjoyment and create bonding at viewing centres across the country.
It also plans to host the 2015 edition of the Star Music Trek. This was disclosed at a party held in Lagos to announce the kick off of the trek and the artistes who will perform this year.
Nigerian Breweries (NB) Corporate Affairs Adviser, Kufre Ekanem, said the choice of artistes was based on their dedication to their careers, an attitude STAR seeks to celebrate through “My Superstar Story”.
Those billed to perform include 2face Idibia, BET Awards winner, Davido, Wizkid, Chocolate City rapper, MI, and Seyi Shay.
They also include Timaya, Wande Coal, Burna Boy, Naeto C, Mr. Raw, Yemi Alade, Oritse Femi, Faze, Runtown, Cynthia Morgan, Banky W, Sean Tizzle, Pasuma, Sound Sultan, and Black Magic.
There will be concerts in Calabar, Awka, Makurdi, Auchi, Abakaliki, Sapele, Ibadan and Lagos to tell consumers in those locations that their superstar stories can be written anywhere they are.
“My Superstar Story” is part of a renewed drive by the STAR brand to reward consumers for their loyalty.
The launch of Star Music App is another use of music as a vehicle to pass across brand messages to the youth demographic.
This platform, available on desktop, Android, iOS, and Blackberry platforms, provides access to streamed music content and entertainment news as well as lifestyle news and tips.
It appeals to the upwardly mobile, middle class segment of the youth demographic who use smartphones and work mainly in service industries.
On this platform, there exists an entire community of consumers exchanging messages, music and playlists.
“Star The Winner Is” is another music platform through which STAR communicates with its target audience.
The music game show, which has aired one season, has been a roaring success with thousands of reactions from young viewers on social media.
In providing a platform for aspiring musicians to achieve success, STAR again follows the constant theme of celebrating and recognising people for being passionate and hard working.
STAR achieved a similar effect through ‘Star Quest’ which provided the platform for the discovery of musicians such as KCee who won the inaugural edition in 2002 as part of the twin-act KC Presh.