The activity, in partnership with 'Who Wants To Be A Millionaire?' owner, Sony Pictures Entertainment, runs across its biggest brands – Foster's, John Smith's, Kronenbourg 1664, Strongbow and Bulmers – in the run-up to the Fifa 2010 World Cup.
Created by Steam UK, the promotional work runs on-pack in the off-trade and in more than 13,300 bars from May.
Consumers can enter a competition by calling a hotline and quoting a promotional barcode. They will then be asked a football-related question and 20 winners will be drawn to play 'Who Wants To Be A Football Millionaire?', hosted by Chris Tarrant.
Tarrant will also be used as the face of the campaign across promotional material.
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