Star stakes top prizes in consumer promo

In its unique tradition of rewarding loyal consumers, Star lager beer, from the stable of Nigerian Breweries Plc, has unveiled the brand’s second national consumer promotion in 2013. The new national consumer promotion tagged ‘Win and Shine’ promo is set to redefine consumer experience in brand promotion and open to both consumers of its can and bottle packages.

Interestingly, the new promotion is coming on the heels of the Star League ‘Text and Play’ that excites, engages and rewards loyal consumers of Star in a uniquely different way.

The promotion, which will kick off on Monday, September 9, will end on Saturday, November 2, 2013.

Explaining the rationale behind the promo, Walter Drenth, marketing director, Nigerian Breweries, described the promo as a unique consumer reward scheme set to redefine consumer experience in brand promotion and usher in another exciting period for consumers of Star lager beer. Drenth described the consumer reward scheme as epoch making, saying “for the first time, consumers of our 33cl cans will have the opportunity of winning prizes in our promotion. This is another milestone in the annals of consumer promotions in Nigeria.”

According to Drenth, mechanics of the Star Win and Shine Promo, includes consumers participation through two categories which are instant and non-instant.

To win under the “Instant Prizes” category, a consumer needs to buy a 60cl bottle or 33cl can of Star beer, and check under the crown cork or can lid. Prizes that can be won in this category are N200 airtime and free bottles of Star lager beer, which are redeemable at 5000 redemption centres.

To the marketing director, the increase in number of redemption centres is in response to the aspirations of their consumers to make redemption (of the free bottles of Star) easy. As the winners of Star’s previous promotions could only claim their prizes in about 1, 400 redemption centres, which posed challenges for them.

To win the recharge cards, consumers will find unique alphanumeric codes under their crown corks or can lids which they need to send via SMS to 30383 to win airtime top-up worth N200.

On the second category, which is non-winning crown cork based, Drenth went on that, “The second category of crown corks or can lids will bear the message ‘DRAW ENTRY.’ To ensure that a vast majority of the consumers partake in this promotion, there will be 100 consumer draw events called the Win and Shine parties spread across the country. At each of these Win and Shine parties, 50 consumers will go home with exciting prizes.”

By: Hope Akporowhe