GlaxoSmithKline has linked its Lucozade Sport brand with satellite
TV broadcaster Sky in a two-tiered, on-pack push.
Developed by Billington Cartmell, there is an instant-win mechanic
giving sports fans the chance to win one of 500 pairs of tickets to see
a Premiership match of their choice. In addition, a collector mechanic
allows consumers the opportunity to claim a free Sky Digital mini-dish
and digibox, plus 50 per cent discount on the standard installation fee
worth £240.
The campaign is running on 40 million packs and will be supported by
POP, with materials featuring Michael Owen.
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