Carlsberg has revealed an on-pack competition that will see one lucky music fan every week win a bumper bundle of gig tickets.
The promotion, in partnership with music promoter Live Nation, runs for 12 weeks from April to June across six million packs of Carlsberg and Carlsberg Export.
The brand will support the activity in-store with POS material, bolstered by online activity including website banners and targeted ads.
The weekly winners will receive six tickets to a Live Nation festival and six tickets to three O2 Academy gigs throughout the year, with artists scheduled to play the venues this year including Kylie Minogue and Justin Timberlake.
To enter, consumers simply need to ‘Shazam’ limited-edition packs. They will then be directed to the competition page, where winners will be instantly notified and able to redeem their prize.