FillUpTheDome

#FillUpTheDome

#FillUpTheDome is an event that is hosted by a super star named Refiloe Phoolo who is commonly known as Cassper Nyovest. He hosted one of the most anticipated events in the year of 2015. His dream of filling up the ticket pro dome came alive when he was the first South African hip hop rapper to fill up the dome and perform to a sold out arena. (Background)

This hash tag #FillUpTheDome has influenced the young youth of South Africans to always believe and never give up on their dreams. Cassper Nyovest has made it clear that everything is possible. This movement has made it easy for the practice of corporate social media because Cassper used the media to make the event trend. He advertised and market it on social media which is another reason that made the tickets to be sold out and he actually filled the dome with 20 000 people.

Brands

Brands reacted with support to the campaign, brands like Mtv base supported by playing clips on television and they allowed international acts to be part of the performers of the night. Even local record label brands supported by negotiating with Cassper Nyovest to bring local celebrities on stage. Brands became part of Casspers dream as he raised the bar, they supported by sponsoring the campaign, various radio station brands broadcasted the event to recognise black success

Tweets screen shot

FillUpTheDome event on 31 October 2015

Advantages

The fill up the dome event made Cassper even more famous then he was. After the dome Cassper gained even more fans to his music and more followers on social networks. Achieving his dream of filling up the dome leaded to tremendous success. After the campaign Cassper Nyovest signed a big endorsement deal with MTN which is an advantage for his career.

Disadvantages

Negative publicity was one of the disadvantages for the campaign. The media did not really broadcast the campaign very well. Even though the event was a success Casssper was actually losing money. He was sitting with a big shortfall of under a million. The concert did not make him any profit.

Recommendations

In future I recommend that all brands must engage and build positive relationships with the social media platforms and journalists because if you do that it will have outcomes of your campaign getting positive publicity and actually reaching the mass media and audience, If Cassper did that he would not have any shortfall on his profit