The campaign, which has been devised by Iris Experience and experiential marketing agency Blackjack, will invite consumers to try Heineken DraughtKeg, which the makers said would allow drinkers to consume premium quality draught beer away from a pub or bar.
The two-month experiential campaign, which takes place at shopping centres and major train stations in London, Birmingham, Bristol and Manchester, will offer adults a 100ml sample of Heineken DraughtKeg from a Heineken-branded vanette operated by Blackjack-appointed staff.
Heineken said it would be the first time UK consumers would be able to try DraughtKeg, which is already available in 40 countries worldwide, and will be marketed to beer drinkers who like to drink outdoors.
Heineken DraughtKeg contains five litres of beer and stays fresh for around 30 days. It is priced at £13.29 and will initially retail in Sainsbury's, Threshers and Makro.
Iain Newell, marketing director at Heineken, said: "Heineken recognises that beer drinkers love the high quality of draught beer in the pub and are looking for the same experience at home or when out and about."