STAR lager beer and its digital marketing agency Bytesize have extended the real time experiences of attendees at Nigeria’s biggest music tour Star Music’s The Trek to social media platforms with the use of radio frequency identification (RFID) technology.
The 10-city concert tour which featured Nigeria’s best artistes warmed its way into the hearts, ears and social timelines of music fans with the use of RFID-enabled devices and smart wrist tags to offer them a unique interactive experience where they can share pre-scripted and branded updates on both Facebook and Twitter.
According to Obabiyi Fagade, brand manager STAR, Nigerian Breweries Plc., “STAR continues to hold steady as a trailblazing brand by giving music lovers in this digital age the very first socially enabled concert in the country. Concert goers in 6 cities on the trek enjoyed the fun experience along with great music. We hope to improve this experience on subsequent activations on the Star Music platform, and also encourage our consumers and fans to stay close as they shine with us.”
17 RFID devices were deployed on this year’s Star Music Trek which started on June 8th in Festac Town, Lagos and ended in style on August 10th in Surulere. These devices allow users to automatically post pictures and messages on their social timelines.
STAR’s social strategy for The Trek grows from the campaign objectives and the brand’s ubiquitous presence with a 250,000+ strong Facebook fan page, a verified Twitter account and other digital footprints. This integrated social campaign has driven impressive results.
Bytesize CEO Bukola Akingbade believes that digital platforms offer the best solutions for brands seeking deeper connections with their consumers. “With the use of RFID technology, we have synchronized offline and digital platforms seamlessly in a way that enhances user experience and keeps the brand relevant to the consumer.
The response by users has been both amazing and inspiring, as the concluded activations on The Trek saw crowds gather around to interact with the devices while letting out delightful oohs and aahs. As these interactions were posted online, it was interesting to see the fans that were not on the Star Music Trek had joined the conversation around it with diverse comments ranging from the excited and the envious to the cynical and the downright hilarious