Meta launches ‘#FlexNaija’, first-of-Its-kind campaign for creators across Africa
By Chisom Nwatu
Meta, US-based multinational technology company, has launched ‘#FlexNaija’ in Nigeria, a 360-degree campaign focused on the metaverse and entry points for content creators in Nigeria and across the region, including Meta Spark Augmented Reality (AR), Digital Collectibles (NFTs), and Avatars.
Through these partnerships, the company aims to showcase the power of collaboration in the metaverse, and how communities can push the boundaries of creativity and social connection physically and online.
The “#Flex Naija” campaign culminated with an exclusive event in Lagos, Nigeria, bringing together over 300 creators and influencers, in the first-of-its-kind mixed reality event, which saw guests step into a multi-sensory experience, and utilize technologies aimed at inspiring a new wave of creation, including:
An NFT gallery featuring artwork from local Nigerian artists Mayowa Alabi, Anthony Azekwoh, Odion Tobi, moyicii, HADEEART and TSE STUDIO, inspiring creators to share their own creations as digital collectibles on Instagram;
An Avatar creation station teaching guests to create and display digital versions of their most authentic selves, A Meta Spark AR space allowing users to explore and create AR filters and displays;
And Quest 2 experience where guests experienced the latest virtual reality headset.
Guests were also hosted with immersive performances, using augmented technologies from some of Nigeria’s hottest stars including Teni, Santi, and Ayra Starr.
First rolled out over the summer, “#FlexNaija” included an incubation programme which brought together leading content creators across comedy, tech, lifestyle, fashion, and art, including the likes of Mark Angel Comedy, Josh2funny, Ayomidate, Miss Techy, Tolu Bally and Santi.
As of October, “#FlexNaija” had snowballed into a series of star-studded animated and traditional ads taking over airwaves, billboards and digital displays, across Nigeria.
Derya Matras, Meta’s VP for the Middle East, Africa and Turkey, commenting on the launch, said Africa is important to Meta, and the company would continue to invest across the region and remained committed to co-creating and building technologies that help people connect with friends and family, and also grow businesses.
“We see technology giving people new opportunities every day to become entrepreneurs and content creators, and believe the metaverse has a big role to play here. ‘#FlexNaija’ is an important step in that journey, which celebrates how communities can, and are pushing the boundaries of creativity and social connection physically and online,” Matras said.