MTN Nigeria has intensified its youth engagement strategy following the conclusion of a 100-hour immersive cultural and innovation experience tagged “The Gathering on 100,” held at the National Stadium Surulere.
The event, which ran continuously for 100 hours, brought together thousands of young Nigerians across music, sports, gaming, and startup innovation in what organisers described as a large-scale experiment in youth-driven creativity and economic participation.
Unlike traditional corporate activations, MTN positioned itself as an enabler rather than a central driver, providing infrastructure while allowing participants to shape the content, direction, and energy of the programme.
At the closing ceremony, the company officially launched its “Live It 100” campaign, describing it as a long-term platform aimed at fostering deeper connections between youth culture, innovation, and entrepreneurship.
Chief Executive Officer of MTN Nigeria, Karl Toriola, said the initiative reflects the company’s evolving role in engaging Nigeria’s young population.
“The energy we have witnessed here is proof of the creativity and resilience of Nigerian youth,” he said. “Our goal is to ensure MTN is seen as an enabler of this movement, not an intruder.”
A key highlight of the programme was a pitchathon session, where startup founders showcased their ideas and products to a live audience, judges, and potential investors. The format encouraged real-time interaction, departing from more formal corporate pitch environments.
Chief Marketing Officer Onyinye Ikenna-Emeka noted that the event signals a broader shift in how companies engage younger audiences.
“The ideas and partnerships formed here show what happens when organisations genuinely listen to young people,” she said, adding that the initiative was designed to give participants control over the experience.
Throughout the event, the stadium hosted a continuous stream of activities, including live music performances, esports competitions, creative workshops, and networking sessions. Attendance remained strong across multiple days, with participants rotating through activities in what organisers described as a “non-stop cultural loop.”
The initiative also underscored the growing appeal of hybrid platforms that merge entertainment with innovation, as startups leveraged the space to test ideas, gain feedback, and connect with investors.
MTN said it plans to expand the “Live It 100” concept beyond its pilot phase, exploring new formats that deepen the intersection of culture, technology, and youth economic empowerment.
The company added that the platform will serve as a long-term engagement strategy, signalling sustained investment in youth-led innovation ecosystems across Nigeria.
