BIGI and Fearless Energy Drink are deepening their connection with young Nigerians by transforming campus activations into immersive consumer experiences through Soundcity On Tour 2026.
The nationwide tour, which is scheduled to visit 20 tertiary institutions, is bringing music, entertainment, talent discovery and interactive brand experiences directly to thousands of students across Nigeria.
The initiative by Rite Foods Limited reflects a growing shift from conventional brand communication to experience-led engagement, with BIGI and Fearless creating opportunities for young consumers to interact directly with the brands through entertainment, competitions and talent showcases.
At participating campuses, students are engaging in live performances, competitions, talent discovery activities and other interactive experiences designed around their interests and lifestyles.
At the University of Lagos, more than 5,000 students attended the tour despite rainfall, enjoying performances from leading artistes and participating in activities including the BIGI Music Competition, which offered prizes worth more than ₦5 million, including scholarships.
The campus activation builds on BIGI’s youth-focused entertainment strategy, including its sponsorship of Nigerian Idol, which has supported music talent discovery across multiple seasons.
Head of Marketing, Rite Foods Limited, Toyin Nnodi, said the company’s approach was focused on creating meaningful connections with young consumers through experiences that reflect their interests and aspirations.
“Today’s consumers want brands that understand them and create experiences they can be part of. Through BIGI and Fearless, we are building stronger emotional connections by bringing entertainment, creativity and opportunities directly to young Nigerians,” Nnodi said.
As Soundcity On Tour continues to the University of Port Harcourt and other tertiary institutions, the partnership is positioning BIGI and Fearless beyond product visibility, using music, talent discovery and youth engagement to create memorable experiences and strengthen relationships with consumers.