The seventh season of Big Brother Naija (BBN), arguably Nigeria’s greatest tv occasion, is at the moment airing throughout Africa. Within the present, housemates are remoted in a home, and so they compete for a grand prize of $231,000( ₦ 100,000,000), cut up evenly between a money prize and prizes from sponsors comparable to Pocket by Piggyvest and Flutterwave.
The 2020 iteration had an viewers of 309 million individuals throughout the continent, and the collective hours streamed at that present added as much as 30 years. With comparable large numbers, the 2021 present generated 41.7 billion digital impressions across social media.
The immense digital presence that Large Brother Naija directs to manufacturers makes it an promoting gold mine. David Adeleke, a media knowledgeable, has likened the show to the Super Bowl, America’s largest tv occasion. The Tremendous Bowl noticed its highest viewership report in 2015 at 114.4 million viewers; Large Brother Naija’s 2020 viewership was 309 million. Final 12 months, Abeg (Pocket by Piggyvest’s earlier identify) spent $2 million last year to be the headline sponsor and grew its person base from 20,000 customers to 2 million customers after the present.
In an try and leverage this goldmine, Quidax, a Nigerian cryptocurrency change and one in every of this 12 months’s sponsors, launched a 30-second QR code commercial for its “Quidax Millionaire Promo” marketing campaign on the present. By scanning the QR code which led to the Quidax touchdown web page, fortunate prospects might win prizes as much as $23,000 ( ₦ 10,000,000) and an all-expense paid journey to Dubai by scanning the QR code. The corporate confirmed the commercial on the three greatest occasions on the present: the Saturday get together, the Sunday eviction get together, and Monday’s Head of Home get together.
The promo noticed Quidax collect as much as 2.4 million hits to the web site from over 25 nations, with the highest 5 nations being Nigeria, Ghana, the UK, Uganda, and South Africa. The quantity of visitors that the commercial introduced made the startup’s web site crash for quarter-hour.
On a name with TechCabal, Ezekiel Ojewunmi, the Advertising and Communications Lead at Quidax, stated that Quidax was impressed by Coinbase’s same marketing strategy. In February this 12 months, Coinbase confirmed the same QR code advert on the Tremendous Bowl that introduced greater than 20 million hits on its touchdown web page in a single minute, inflicting the web site to crash for an hour.
Ojewunmi added that though consultants informed Quidax that Nigerians would possibly wrestle with utilizing a QR code, they determined to go together with the experiment as a result of they felt they’d nothing to lose. The transfer was engineered to attract traction for Quidax’s new product that permits customers to avoid wasting in {dollars}.
This transfer from Quidax exhibits that promoting techniques from worldwide corporations like Coinbase might immediately translate and have the same influence in Africa.
On Friday, the twenty third of September, TechCabal in partnership with Moniepoint (by TeamApt) will host a very powerful gamers in tech and enterprise on and off the continent to debate the way forward for commerce in Africa. Register now to attend.