The Scottish & Newcastle (S&N) brand will be using an instant win mechanic on 133m cans of the session lager. The campaign will run from May and target male home drinkers in the 18-to-35 age range. The campaign was created by Steam UK.
In all there will be 50 'The Ultimate Lads Night In' prizes available. Thes will be styled around the theme of ‘video gaming heaven’ and take place in a penthouse suite filled with home entertainment equipment, food, lager and a DJ.
In addition thousands of runners-up prizes of video game consoles and games packs are on offer. The promotion uses colour coded ring pulls as an instant-win mechanic.
In all £1m-worth of prizes are on offer.
Marketing support will include press, radio and online advertising. The campaign will also be promoted through lads’ mags Zoo and Nuts and radio stations Galaxy and Kiss FM. In-store POP will also run.
S&N UK head of customer and category marketing for the off-trade Shaun Heyes said: "The economic downturn makes it even more important that we invest behind our brands with activity that envourages traffic into the drinks aisle."
Foster's decision to launch a promotional campaign to target the summer off-trade market follows a similar move by Becks, which appointed The Big Kick to create a promo push for later this year.
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