The June issue is being flagged as "The summer of your life" issue and carries free gifts including a Nestle Yorkie bar, free entry into a First Leisure club, a packet of Performa Durex and a redeemable voucher for a bottle of Carlsberg Export.
The issue will also give readers the chance to win one of 50 holidays to Ibiza, an F1 car driving experience and 10 pairs of tickets to this summer's music festivals such as Homelands, CarlingWeekend Reading or Leeds, and NASS 2003.
The advertising campaign will run on MTV and on the Chrysalis-owned radio network Galaxy. The publisher will also use an SMS and email marketing drive to target 150,000 new readers and a new microsite has been launched at www.loadedsummer.com.
This is the first time the magazine has used a promotion that does not rely on semi-naked women. One of its last major promotions, for the January issue, was a Karma Sutra supplement. Its December issue carried a calendar of TV's sexiest starlets.
Loaded marketing manager Clair Porteus said: "This is the first promotion of its kind for Loaded and signals a move away from the standard sexy girl supplements, with the emphasis being on delivering more to our target market. It's a new concept using all the classic marketing tools."
Loaded is second in the men's magazine market behind arch rival FHM. In the last set of ABCs, Loaded had a circulation of 290,214, a fall of 6.1% on the previous period, and a year-on-year fall of 6%.
IPC will be hoping the promotion will help close the gap on rival FHM. The Emap-owned magazine has an ABC circulation of 620,226, outselling Loaded by 320,012 copies. This was a 6.8% rise on the previous period, and an 8.7% year-on-year increase.
In October last year, IPC promoted deputy editor Scott Manson, a former editor of Ministry magazine, to editor replacing Keith Kendrick. The pressure will be on Manson to show in the next set of ABCs, due in August, that he is successfully tackling the title's falling circulation.
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