At a recent PR launch, HHP (Hip Hop Pantsula) explained that "Having a big brand like Hansa behind a tour like this says that they are really committed to growing the (SA) music industry and seeing it at the levels it is supposed to be at."
HHP, Teargas and Liquideep will be joined by regional stars, Kwela Tebza, Ntando, DJ Deelou and JR as they tour the country from 9 April - 25 June 2011 in 13 concerts. But here's the thing, there are no tickets are for sale! To win tickets and legendary daily prizes such as Samsung Home Theatre Systems, Nokia 5530 Xpress phones or iPod Docking Stations, consumers will need to buy a Hansa Pilsener and enter via USSD (*120*789#), mobisite (www.hansalegends.mobi) or on the website (www.hansa.co.za).
As part of the tour, Liquideep, Teargas and HHP in conjunction with Hansa Pilsener, developed the collaborative song 'Born For This' that is hitting the SA music charts. "Hansa Pilsener is extremely proud to have such an amazing calibre of artists involved in their second Legends in the Making Tour. Each of the artists, like Hansa Pilsener, have their own Special Ingredient and bring something unique to the tour. We look forward to the upcoming concerts and to consumers having the opportunity to experience a truly amazing line-up of Mzansi's Legends in the Making, as well as standing a chance to win some of the wonderful prizes on offer," says Kelebogile Mashigo (Marketing Manager of Hansa Pilsener).
PUTTING HANSA PILSENER ON THE SOCIAL MEDIA MAP
Consumers can also follow @Hansalegends on Twitter and watch exclusive tour videos on YouTube (Hansa Pilsener SA) - both social mediums a first for Hansa Pilsener! The Facebook page has been aligned with the PR and campaign strategies that expand into traffic-driving competitions and interesting, up-to-date tour content. "Teaming up with Electromode, 34 has been able to extend the brand into the artists' fan bases with a language and subject (music) that they can identify with," says Antoinette Japhet (Account Manager at thirtyfour).
Supported by outdoor, TV, radio promos, PR, social media, digital, trade kits and point of sale, the campaign is sure to follow in the steps of the last tour and is sure to become another Legends in the Making success story.
