MTN Nigeria has officially launched the 'Live It 100' youth campaign, marking the culmination of the pilot edition of The Gathering on 100, a five-day immersive youth experience held at the National Stadium, Surulere, Lagos. The event, which ran for 100 continuous hours, brought together thousands of young Nigerians for a celebration of culture, creativity, and community engagement.
MTN's Role as an Enabler
According to a statement by the Public Relations Manager of MTN Nigeria Communications Plc, Lakinbofa Goodluck, the event featured music, sports, gaming, and creative sessions. Unlike traditional corporate sponsorships, MTN adopted a partnership model, allowing the youth to lead. The mantra 'The Gathering is the fire; MTN is the oxygen' encapsulated the brand's supportive role.
Karl Toriola, CEO of MTN Nigeria, stated: 'The energy we have witnessed here in Surulere over the past 100 hours is a proof of the unstoppable spirit of the Nigerian youth. Our strategic intent was to position MTN as the critical engine behind this vibrant youth movement, ensuring the brand is seen as an enabler, not an intruder. 'Live It 100' is our commitment to powering the platform where the conversation happens. We are giving them the autonomy to lead, while we listen.'
Pitchathon and Youth Innovation
A highlight of the event was the Pitchathon segment, where startups presented working products to expert judges, potential investors, and a live audience. The atmosphere was authentic and unscripted, fostering direct interaction and transparency.
Onyinye Ikenna-Emeka, Chief Marketing Officer of MTN Nigeria, commented: 'The ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians. We recognise that traditional business engagement doesn’t always work for this generation, which is why we empowered the youth to lead. By supporting The Gathering, we are not just celebrating culture; we are fueling the young Nigerian through youth-led innovation and actively investing in their economic potential.'
Sustained Engagement and Future Plans
The event maintained consistent engagement across its programming, highlighting the evolving role of youth in Nigeria's economy. The 100-hour activity demonstrated a resilient base of digitally engaged participants who create their own opportunities. MTN reaffirmed its commitment to expanding the platform, ensuring The Gathering on 100 continues as a vital space for cultural expression and youth-led economic opportunity.
