The three-month push, created by Story, will be used to gather customer data. It will offer more than 1m consumers a money-off voucher worth up to £35 redeemable at 400 bars and pubs.
The online element will enable consumers to download additional vouchers and enter a prize draw.
Rival lager Heineken has similarly positioned itself as a food accompaniment in experiential work at Heineken Cup rugby games.
This article was first published on Marketing