To launch the campaign around a hundred dancing girls spontaneously appeared in Piccadilly Circus dancing in formation to the Beyonce song 'Single Ladies'.
The stunt was created by Pretty Green while the delivery of the Beyonce concept was by Initials Marketing.
To win a ticket consumers must submit the last four digits from a pack's barcode.
Other marketing support includes outdoor, digital and in-store point of sale.
The support material, featuring Beyonce, will also illustrate how to enter the prize draw as Trident has decided not to create bespoke promotional packs for the push.