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The Coors-owned lager will offer up to 150 pairs of free tickets for concerts at London's Elbow Rooms.

The mobile offer will be promoted online and at point of sale, encouraging consumers to text a short-code to receive a voucher via SMS that can be exchanged for the tickets.

Carling head of relationship marketing Nicola Young said the company wants to establish mobile as a 'key communications channel', and is considering further initiatives next year to 'increase product trial and drive footfall for trade partners'.