Carling recently secured sponsorship rights at Newcastle United Football Club for all its bar areas.
Mobile marketing agency Mobious developed the campaign, which launches on September 23, using O2 as a technology partner to provide mobile barcode vouchers.
Consumers can redeem the vouchers in bars across Newcastle city centre and receive free pints of Carling, NUFC/Carling branded merchandise and access to Carling-branded live music sessions at Shearer's Bar.
The technology will also allow Carling to engage with drinkers on an ongoing basis due to the data collection system in place.
Nicola Young, director of marketing communications at Carling parent company Coors, said: "Carling's relationship with Newcastle United is so important to us and this activity is all about leveraging that relationship
"The Mobious campaign has real impact and the cutting-edge use of mobile technology delivers genuine consumer interaction with the brand."
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