Each day until November 13 a consumer will be able to win £1664 by texting the last four digits of the bar code on a can of the beer. Winners will be able to receive the prize as a branded cheque or on a pre-loaded debit card.
The campaign will principally be promoted in-store via shelf barkers, posters and fridge stickers.
The mechanic of using the bar code on non-promotional cans is a similar one to that used by Cadbury Trident for its Beyonce campaign earlier this year.
It spares the manufacturer the expense and time of creating promotional cans but raises the question of whether it is possible to enter the promotion without buying the product.
Previously Kronenbourg has tended to rely on price promotion rather than promotional marketing campaigns. However this year has seen a variety of promotions from competitor brands including , , Becks and .
Shaun Heyes, head of customer marketing (Off-Trade) and category narketing, S&N UK said: "As well as giving consumers a well deserved boost during a very challenging economic time, the activity aims to increase incremental sales, encourage trial and create excitement in the 'Lads' aisle."
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