WeChat partners with Castle Lite in upcoming hip hop music fest

Social media company, WeChat, has recently partnered with the popular South African beer brand Castle Lite for the upcoming Castle Lite Extra Cold Music Festival. This is the first of many big sponsors WeChat have achieved since it launched in South Africa.

The music festival will take place in Gauteng where WeChat hopes to grow its current user base and will feature renowned hip hop artists in its line-up like Nas, Wiz Khalifa, Reason and Micasa. Many of the songs performed will later be made available using the WeChat app.

Those who join the Castle Lite SA official WeChat account before the event stand a chance of winning a limited number of free tickets. Moreover, users will also get exclusive news and updates from the performing artists.

“Our ultimate goal is for the concert-goers to see the potential of WeChat and acknowledge that it isn’t simply another instant messaging service, but rather an exciting and interactive social media platform, which they should be using on a daily basis,” says WeChat Africa MD Brett Loubser.

“This is WeChat’s first partnership with an SABMiller product and we are extremely excited to be working with a multinational brand such as Castle Lite,” says Loubser. “We look forward to growing this relationship and see Castle Lite as the first of many official accounts for SABMiller, to be registered on our growing platform.”

So far the Tencent-backed social media company has partnered with the likes of digital satellite TV service DStv, entertainment show Cliff Central, and many other renowned local events including Net Prophet and the Loeries.

WeChat has identified the music festival as an opportunity to grow its Gauteng user base and to increase current user activity.

The official Castle Lite SA account ID on WeChat is CastleLiteSA. The concert will take place at SuperSport Park in Centurion, from 13:00 pm.