As the second batch of winners in the on-going Legend Real Deal National Consumer Promotion returns to Nigeria today after a three-day shopping spree at Deira City Mall in Dubai, United Arab Emirates (UAE), Nigeria Breweries, the brewer of the Legend Stout appears to have reinvented consumer promotion as an effective marketing mix of connecting the brand emotionally with its teeming loyalists scattered across strata of society and class.

THEY left Nigeria last Friday almost empty-handed, except with small hand luggage that contained clothing items and other accessories for the three-day trip. But the excitement of embarking on a lifetime experience in the second largest trade centre of the world etched boldly on their faces.

They are 10 in number. And when their plane touches down at the Murtala International Airport today, they would create a spectacular scene similar to what obtained on May 20, 2013 when the first batch of seven winners returned from the same Dubai shopping ‘expedition’ with lorry load of bounty of goodies.

In all, a total of 25 lucky winners would eventually be rewarded when the curtains draw on the promo on June 30. It began on May 1. The winners in the two batches emerged at draws staged in Lagos and Port Harcourt. The remaining eight winners will emerge at the third and final draw to be held also in Lagos soon. In fact, the Dubai shopping experiment is an improvement over the reward initiative launched last year. This year’s edition is tagged Season 2.

Regarded as the first consumer promotion in the history of Legend Stout, consumers, through the promo, were rewarded, last year, with instant gifts prizes such as 32” television sets, generating sets, BlackBerry handsets and many more.

Also in 2012, the brand created an engagement platform tagged Legend Real Deal Night, where consumers were invited to engage with the brand through music and comedy while instant gifts items such as refrigerators, generating sets, LCD, LED television sets and DVD were doled out.

And to continue its giant stride in consumer reward system, a revamped and repackaged Legend Real Deal promo tagged Season 2 was unveiled early this year to further put smile on the faces of loyal consumers and Nigerians.

The bumper harvest involves giving out 350 pieces of 32’ television sets; 720 pieces of 130 litres of refrigerators; 720 pieces of BlackBerry Bold 6; 200,000 pieces of N500 airtime; 200,000 pieces of N200 airtime; 2.5 million free Legend extra stout and sponsoring 25 individuals to Dubai for shopping spree.

To win, consumers will simply buy a 60cl or 33cl bottle of Legend Extra Stout, check under the crown cork and win whatever prize found printed there. But to qualify for participation in Dubai trip, consumers will need to look out for a numeric code under their Legend Extra Stout crown corks. They will then text this number to 30380 at the cost of N10 only. And their chance will be determined through electronic draws.

Prizes under this category have included 32 inch TV sets to be won by 350 consumers, 720 units of 130 litre refrigerators and 720 BlackBerry Bold 6 handsets. This is in addition to airtime of various denominations, umbrellas, T-shirts, face caps and free drinks. And the star price is the sponsoring of 25 lucky consumers to Dubai for what the brand has termed the shopping experience of a lifetime. The lucky 25 are being referred to as legend.

The first set of winners who returned on May 20 were Uchechukwu Dennis Chukwu from Ebonyi State; Nwabuoke Ikechukwu Ambrose from Delta State; Oluwabusuyi Kelvin Olubusuyi from Ekiti State; and Solomon Okoro Ike from Owerri.  Others were John Akoji from Abuja; Temitope Ogunyemi and Austin Nwakaife from Lagos State.

In the second batch are Nwaoyoma Nweke, Emuejevoke Oputu, Ayodele Ishalaiye, Cyril Aghedo, and Miss Folasade Omoleye. The team also comprises Wilson Osah, Ikechukwu Ozioko, Sunday Odomoke, Oritsuwa Okotie, and Tom Madaki.

The basic rule of the promo is that, each winner has only one minute, during which he can amass as many items of their choice as possible, as long as it does not go above the value of N1 million. Speaking at a special media parley, one of the winners, Mr.Temitope Ogunyemi, attributed his emergence to luck.

His words: “I never wanted to go out that night because I was a little depressed as a result of long traffic. I called a friend of mine and we went to De Dems Park. People were drinking Legend Extra Stout and I chose to drink it so as not to spoil the fun. And that bottle of Legend won me this trip to Dubai.”

Ogunyemi, who was the first to shop for one million naira at the shopping mall in Dubai stated that the he was able to amass quite a number of items including a ‘42’ Inch LG LED TV, a ‘32’ inch Toshiba LED TV, a projector, and a couple of other expensive items.

Mr. Emmanuel Agu, Marketing Manager, Legend, Gulder and Life of Nigerian Breweries Plc, noted  that the ‘adventurers’ would also have opportunity to embark on a tour of interesting places in Dubai, during their stay. He also revealed that the items picked by the lucky consumers during the shopping contest would be delivered to their residential addresses in Nigeria.

Mr. Agu used the opportunity of the media parley to assert that Legend Extra Stout is Nigeria’s fastest growing stout brand.

He said: While the volumes are there to ascertain this claim, you can also do a simple test. Simply go to any restaurant, bar or locations where alcohol, especially stout brands are served. You will find that Legend Extra Stout constitutes a very significant percentage.”

And at the breakfast session with the second batch on Saturday in Dubai, Agu had admonished the winners to be good ambassadors not only of the Legend brand, but also of the company as well as the country at large. “Be of good behavior. Rules and regulations are strictly enforced here (Dubai).  As ambassadors of Legend, always remember that your conduct will have maximum impact on the brand, the company, and Nigeria.” Agu’s parting shots before members of the team dispersed for various activities leading to the shopping contest on Sunday, “it is your time, your chance, and it is real” was hailed by all and sundry with heavy shout of “Legend”.