Feeding into the target market’s desire for fame, Stimulii designed an interactive sponsorship aligned to Jika Majika, one of South Africa’s most successful television properties on SABC1, which not only introduced new consumers to the brand, but also allowed them a chance to be featured on the show.

Jika Majika is a funky, sassy and fast paced music show which entertains viewers by showcasing Mzansi's most creative urban dance styles.

During the course of the promotion, an interactive Stumbo Stomp Microsite allowed the young and the hip to form a dance crew and create their own version of Stumbo Stomp a dance routine to the Stumbo Stomp song created by Loyiso Bala, and upload a video to be voted by the judges. Over a course of eight weeks, contestants stood a chance to become one of the winning three, to be chosen as finalists that would be featured on the weekly Jika Majika show. Weekly winners received R5 000 and a guaranteed spot in the finale to compete for the grand prize of R50 000.

A print media partnership was created with Daily Sun, and followers of the daily newspaper’s Facebook page could vote for the winning weekly contenders.

“This campaign presented us with the opportunity to create for Broadway Sweets and Stumbo an innovative campaign that becomes the first conversation in an on-going dialogue with our consumers” said Stimulii director Samantha Moon.

Broadway Sweets director Nazir Osman shared these sentiments saying, “The Stumbo Stomp campaign on Jika Majika developed by Stimulii allowed us to communicate and engage with our markets, old and new, in a creative and innovative way that cannot be achieved by the classic advert”.

“Overall the campaign was a great success because it created and enhanced brand awareness. In light of the momentum created through the campaign, we were also able to launch new products” he concluded.

The final episode was executive produced by Stimulii and aired on SABC1 at the end August.