How MTN’s ‘Live It 100’ Campaign is rewriting brand strategy

MTN Nigeria has launched a major youth-focused campaign known as ‘Live It 100,’ using music, innovation, gaming, business, and entertainment to support young Nigerians and their growing influence in the digital economy.

The campaign was introduced through a partnership with youth platform The Gathering and featured a 100-hour non-stop experience held at the National Stadium in Surulere, Lagos, from April 22 to 26, 2026.

Unlike many corporate events focused heavily on branding and celebrity appearances, the Live It 100 experience centered more on youth participation, creativity, networking, and innovation. Thousands of young Nigerians attended the event, while millions followed activities online through digital platforms and social media.

The event brought together music lovers, gamers, podcasters, creators, entrepreneurs, and innovators in what has been described as a safe space designed to connect young people – a movement.

One of the biggest highlights was a startup pitch competition where 30 young businesses presented their ideas for funding and support.

At the end of the competition, MTN Nigeria awarded a total of ₦45 million to selected youth-led startups operating in sectors such as health technology, fintech, education, and the creative industry.

HubPharm Africa emerged as the top winner, receiving ₦15 million, while other businesses including Coconoto Ltd. and Rava Send also secured funding support.

Speaking on the initiative, MTN Nigeria CEO Karl Toriola explained that the company wanted to create opportunities for young people rather than dominate the spotlight.

“The Gathering is the fire; MTN is the oxygen,” he said, noting that the company’s role was to provide support, platforms, and opportunities for young Nigerians to thrive.

Chief Marketing Officer, Onyinye Ikenna-Emeka, also said the campaign reflects a new direction in how brands engage with young people.

“The ideas and partnerships formed over these 100 hours show exactly what happens when corporate Nigeria is finally listening to young Nigerians” she explained. “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.”

The initiative represents a growing shift in corporate strategy where brands now focus more on empowering communities and creating meaningful experiences instead of relying only on advertisements and promotions.

With a large percentage of Nigeria’s population made up of young people, analysts believe campaigns like Live It 100 could play an important role in supporting entrepreneurship, innovation, and youth-driven economic growth.

The success of the event further demonstrates that modern consumers, especially young people, now connect more with brands that create opportunities and real impact rather than simply promoting products.

By combining entertainment, innovation, networking, and startup funding in one platform, MTN Nigeria’s Live It 100 campaign is being seen as a major investment in Nigeria’s growing youth economy and digital future.