Kenya Breweries Limited’s flagship beer brand, Tusker, will collaborate with telecommunications giant Safaricom PLC (NSE: SCOM) in a technology sponsorship worth KES 30 million to enhance the experience at East Africa’s ultimate beer festival, Oktoberfest.
The partnership will see two of Kenya’s biggest brands joining forces to create an unparalleled experience for festival-goers. Safaricom’s involvement as a technology and payments partner will foster seamless in-festival connectivity, empower the youth and Gen Z community through Safaricom Hook, and power digital payments through M-PESA.
“At Safaricom, we have been at the forefront of powering digital lifestyles through M-PESA and being the biggest supporter of Kenyan communities, especially in music and sport. These have been some of the key passion points we have used in driving our purpose of transforming lives over the years.
Today’s partnership is symbolic of two iconic Kenyan brands coming together to celebrate our Kenyan-ness and leveraging our strengths to put together Kenya’s biggest cultural experience,” Said Peter Ndegwa, CEO of Safaricom PLC.
As the official connectivity partner, Safaricom will showcase the strength of their 4G and 5G network through the provision of Cell on Wheels (COWs) network towers to power the entire festival as well as cabled fibre to service key areas, including registration, livestream production, and gaming areas. They will also have a specially curated data bundle plan, ‘Oktoberfest Bundle’ allowing consumers to stay connected throughout the event and enjoy the live stream experience.
“Tusker OktobaFest is the ultimate celebration of East African culture, and this partnership with Safaricom aligns perfectly with our vision. By combining our strengths, we are crafting an unprecedented cultural experience, which is, of course, brought together by the best beer that East Africa has to offer,”
Said Anne Joy Michira, Marketing and Innovations Director at East Africa Breweries Limited (EABL).
Safaricom, passionate about the youth, will curate a unique experience through Safaricom Hook, their youth platform that seeks to nurture and support the aspirations of Gen Z and transform their lives. During the festival, revellers can engage with the platform’s three key hooks: technology, career, and culture. Customers are encouraged to sign up via my Safaricom app or *555# and win free tickets to Oktoberfest, where they can explore the transformative power of S-Hook.
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On-ground, Safaricom will guarantee fast and secure payments via M-PESA, with an enticing 10% cashback offer on all purchases made on the ground. Festival revellers will also enjoy 30% off their rides if they book and pay with M-PESA on the Uber app using the Oktobafest 2023 Promo Code, FEST2023.
The telco will also set up convenient charging stations at various locations within the festival. Further, Safaricom will set up a Retail Shop on the ground with multiple devices and accessories on sale and provide customer care to revellers at the festival.