Star hits social note with radio frequency tech

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
admin pin- 27b1e1b5,www.facebook.com/reportnaija2.com