Reality Shows: Expanding Brand Equity via Promotional Engagements. In 1948, when Allen Funt, the originator of reality shows in America emerged with Candid Camera, little did local stakeholders as well as international brand and communications analysts realize the huge impact realty shows would make globally in a matter of years. In almost all free market economies today, reality shows, especially in the last two decades, have become great instruments for brand building. Internationally, there are notable reality shows, some which have been adapted for the Nigerian audience. They include: Making the band (2001) (US), Street Mate (2002) (UK), Blind date (2002) (US), Big Brother (1999) (Netherlands), “Who Wants to be a Millionaire?” (1999) (US), Survivor (2000) (US), Ultimate Challenge (2006) (Pakistan), America’s next top model (2003), America’s got talent (2006). In the marketing world today, the challenge to search for the perfect way of attracting the attention of consumers is very crucial in the minds of brand owners. Marketing experts are compelled to invent creative brand promotional tools that can transcend the limitation of traditional marketing, which is losing appeal rapidly. Most of these bottled-up creative instincts are released through entertainment-laden communication tools like realty T.V show. They have become strong and powerful consumer engagement platforms for most brands. According to Uche Aligbe, a reputable brand analyst, “reality shows appear to be the preferred choice of advertisers lately because of their interactive nature and ability to create genuine suspense. This explains why many brands are already patronizing this platform for brand equity building.” It seems most brand owners have realized that the traditional media/above-the-line advertising elements like radio, TV, Outdoor, press, cinema etc; do not create the much needed impact in marketing communications, as well as connect target to their brands, hence the rapid use of entertainment reality shows and programmes on TV to give additional support to various brands and also to make brands stand out for proper visibility among competing adverts on TV and by so doing build on their equity. As a result of this, big brands in the telecommunications sector, banking, soft and fruit drinks, foods and beverages, and beer in Nigeria, have used entertainment TV reality shows to further connect with their target especially in the youth segment of the market in order to stand out. In the words of eminent brand scholar and publisher, Chris Ogbechie, “unlike a product pitched in a commercial, which can be skipped, zipped through or zapped, a product peddled through branded entertainment is almost always noticed because it is an intrinsic part of the show thus, bringing the experience of the brand to the consumer and does not rely on just a commercial.” Since the inception of reality shows in Nigeria over a decade ago, brand builders in their numbers have leveraged on various reality shows to drive more patronage for their products. These reality shows include: the now rested Amstel Malta Box Office (AMBO), The next Movie Star, Dragon’s Den, The Entrepreneur, Apprentice Africa, Star Quest, Maltina Dance All, Idols West Africa, Project Fame, The Interns, Fash FC Football Show, Angels, Gulder Ultimate Search, Celebrity Take Two, Big Brother Nigeria, who wants to be a millionaire? Etc. However some communication experts feel the rave for reality shows is nothing but a façade. Dr. Phil Osagie, a leading PR consultant in Nigeria believes that even though reality shows are making impact today the effect will not last. In his words “A reality show portrays the day-to-day life of people, so consumers can easily connect. But brand builders must watch well not to get caught up in the fad. I do not personally see it as a big deal anymore. Initially, it was quite creative but now they are just riding on the waves of the initial success which would soon subside with time. It simply can not substitute traditional marketing”. This notwithstanding, the Nigeria’s dance and music industry will always remain grateful for the entry of reality shows into the nation’s marketing sphere. Ever since, the phenomenal feat garnered in the music industry on the platform of reality show has been enormous. This innovation is now synonymous to the discovery of raw, budding and promising music talents with the aim of nurturing them into stardom. Almost in the fashion of an eagle that clawed its prey in style, a new wave of youth empowerment campaign through reality shows has swept through the country. Consequently, corporate agencies and brands have been falling over themselves to provide the platform for singers, dancers and musicians to express themselves and further break into limelight and alternatively rubbing off their brands. The frills and thrills generated by the just concluded music reality show Nigerian Idol, season2 confirms the above assertion. Mercy Chinwo who emerged the new Nigeria idol carted home the grand prize: a brand new SUV from Etisalat and a mouth -watering sum of N7.5 million. Rotimi Pedro, the CEO of Optima Media Group, organisers of the show who spoke on the essence of the reality show said. “It has been an amazing journey so far. Season 2 has truly kept its brand promise of being bigger and better. We have brought together Nigerian’s best young talents and transformed them into excellent musicians and performers in their own rights”. The Nigerian idol season 2 recorded a huge followership on TV and online to the delight of all the brands involved. A staggering 26 million hits on the official website was recorded and 40,000 followers were recorded on facebook. A dramatic transition from 2,000 followers to 6,100 followers on Twitter is indicative of the reach of reality shows for Etisalat, Pepsi and Sony who powered Nigerian idol. Another unique reality show that has made remarkable impact and has also become a theatrical masterpiece and a must-watch spectacle for millions of Nigerians is Maltina Dance All (MDA). Apart from the unique initiative by organizers to promote togetherness in families, MDA has also put smiles on the faces of these families whose lives have been transformed as a result. Senior Brand Manager, Maltina, Mrs. Ngozi Nkwoji spoke extensively on the impact of consumer engagement on an excellent brand like maltina. “We are a happy brand family that strongly connects with our numerous consumers through Maltina Dance All and other promotional activities. Our strength lies in the reputation the brand garners through some of these engagements. Today, Nigerian families have bonded with MDA and they can obviously not wait for the next season”. Essence, a popular singer in Nigeria’s music scene also has strong perspectives about reality shows in Nigeria. In her words, “I personally feel it is a blessing for us because it has helped develop more talent. Many present day artistes like Timi Dakolo, Omawunmi, Jaywon, KC presh and others would not have been discovered but for the power of reality shows in Nigeria. For the multi talented artiste and one of the raves of music industries, Ice Prince, “Reality shows in the country for me are instruments of blessing because that was what gave me the first major opportunity to showcase my talent to the world. What I think it does is to give you the major lift, then you can leverage on it to climb up.” TV realty shows, at least for now, have created positive impact on our youth in terms of talents development and deepening their attachment to these brands as well helping the brands explore exclusive media zones to break through media cluster which has now opened prime advert window for them. But how long will this rave last? Only time can tell.