By Princewill Ekwujuru

New trends evolve every day, as brands often adopt consumer-engagement schemes as a means of rewarding consumer loyalty. These strategies are also serve as brand exposure to potential consumers, thereby strengthening their position in a very competitive marketplace.

The Star TV Game Show, introduced in 2003, is one of the platforms through which Star lager beer rewards consumers for patronizing the brand.

Consumers are given the opportunity of participating in the games which is broadcast on national television and are rewarded with cash prizes.

The Game Show has grown over the years to be one of the most exciting consumer engagement shows on TV.

In previous editions participants were required to send their names, sex and locations to dedicated short codes via SMS.

Electronic draws are then conducted from which 30 participants emerge to compete in the Game Show each week.

However, for this year’s edition, Star is specifically rewarding loyal consumers of the beer brand. And the mode of selection is very simple. Participants will be drawn from all around the country from selected bars.

*Gbenga Adeyinka, Show Host (2nd left), Ruggedman, Celebrity guest (2nd right), James Chigozie (left), Anyamele Chukwuemeka (middle) and Onuoha Chibuzor , all winners of one million naira; at the 3rd week of the 2010 edition of the Star Independence TV Game Show.

All the consumers have to do is ensure they are caught drinking Star and they stand the chance to be selected to participate in Star Game show in Lagos.

three millionaires will emerge every week for 7 weeks while other participants also get consolation cash prizes.

A total of 30 lucky consumers will win various cash prizes every week on the Star TV Game show which usually features lots of exciting games.

Commenting on the new format for the show, Mr. Jacco Van Der Linden, Marketing Director, Nigerian Breweries said: “This year, Star has again chosen to reward loyal consumers in the Star TV Game Show.

Consumers of Star nationwide should continue enjoying their favorite Star in their choice bars, there, they stand a chance of participating in a lucky dip which may qualify them to compete on the game show, and afford them the opportunity of winning up to one million naira.”

He further enjoined consumers to request for Star beer at their favourite bars and restaurants for a shot at participating on the Game Show. “That decision to drink Star beer may just earn you a mouth-watering sum of money” Mr. Van Der Linden said.

He also described the game show as an entertainment platform for teeming viewers, who stayed glued to their television sets to watch the programme. This year’s edition will be broadcast on NTA network and AIT network and DBN, Lagos.

In order to encourage TV participation, the Game Show will feature a TV Trivia. A question will be shown during the airing of the Game Show while viewers will text their answer to a designated Game Show short code.

Correct answers will be entered into an electronic raffle draw, while winners will be rewarded with specific gifts.