The 'Game On' campaign, which will cover the on-trade and off-trade, links the beer to a range of gaming activities. It will run in more than 10,000 pubs and clubs and on 133m cans of the lager.
S&N said that the drive, created by sales promotion agency Steam, was based on a gaming theme because its research had indicated that four out of five of its target audience of 18- to 22-year-old men own a games console, two out of five are interested in pool and one third are interested in poker.
For the on-trade activity, which begins next month, outlets will be provided with branded equipment enabling landlords to run weekly 'Game On' tournaments. A pool kit includes materials such as competition posters, cues and a cue ball, while the poker-themed kit includes a chips case and playing cards.
The promotion is intended to help boost the ailing on-trade. Gayle Harrison, Foster's marketing manager, said the kits would 'encourage customers to remain in outlets longer'.
'More significantly, its benefits should last beyond the course of the promotion,' she added. 'It should encourage new and lapsed drinkers to reappraise the pub as a great place to meet and socialise with their mates.'
The off-trade activity, which starts in May, will offer prizes with a total value of £1m, including 50 'Ultimate Lads' Nights In'. These will give
the winner and five friends a night in a penthouse equipped with the latest gaming equipment. Other prizes include £200 of consoles or games.
'Game On' will be backed by press, radio and digital advertising, created by M&C Saatchi, and partnerships with Nuts and Zoo magazines and the Galaxy and Kiss FM radio stations.
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