Heineken on the ball with game show

08 January, 2010

Heineken UK has linked up with TV game show Who Wants To Be A Millionaire for what it claims is its “biggest and widest?-reaching off-trade promotion to date”.

The Who Wants To Be A Football Millionaire? campaign will run across five of the company’s top-selling brands – Foster’s, John Smith’s, Kronenbourg 1664, Strongbow and Bulmers – from May to August.

The UK-wide on-pack promotion is designed to help retailers profit from ?the 2010 World Cup and will feature on a wide range of packs and cans.

Consumers can enter by calling a hotline, quoting the barcode on promotional packs, and answering a football-related question.

Ten correct entrants will be drawn to play live in the Who Wants To Be A Millionaire? studio with Chris Tarrant and each will receive £1,000.

A series of Fastest Finger First rounds will be played to select one person to face Tarrant in the hot seat with a chance to win £1 million.

Shaun Heyes, head of customer marketing for the off-trade, said: “Football Millionaire cleverly combines the unrivalled popularity of the greatest football event in the world with a quiz show which has recorded some of the highest ever ratings for any British TV game show.

“As a result, we have created a promotion that is instantly recognisable and will be attractive to a wide range of consumers, both male and female, making it a fantastic profit opportunity for retailers.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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