STAR beer in Nigeria was looking to engage with consumers emotionally and sponsored Eskimi product Eskimi music. Eskimi music provided a catalogue of thousands of songs in partnership with Iroking. Users were able to download unlimited number of quality full track mp3 songs.
STAR sponsored the free content and had strong branding and engagement positions in the Eskimi music product and Eskimi user profiles.
300’000’000 branded impresions were delivered inside Eskimi.
Each download generated a viral trail of what users were listening to. Users were also visiting Star Music (aka Eskimi music) site very often to download new tracks. Eskimi profiles started having music feeds where you could look up what your friend was listening to.
This was one of the most successful viral campaigns executed by Eskimi team and provided huge value for brand image and a lot of very positive associations for STAR by sponsoring a free of charge music catalogue.