forged the partnership and devised the promotion which will run on-pack and in-store for 12 weeks from the end of June.
Consumers who purchase a pack of Red Stripe lager will get the chance to win the grand prize of a week's holiday on a Gibson Tour Bus in the USA, donated by the drinks manufacturer.
is providing 10 Sony bluetooth sound systems and thousands of free CDs. All entrants will receive money-off vouchers to persuade customers to come back for more.
The promotion is intended to push sales of Red Stripe and to drive traffic to Play.com. Entrants will be sent to a special on the site, to claim their prizes and discount voucher.
The competition will feature on six-pack and four-pack can and bottle shrink-wraps. The packs will be distributed to Tesco, Asda, and Spar nationwide, and cash and carries, where there will be branded point of sale.
Red Stripe actively markets itself as a brand with connections to grass-roots music. The promotion is part of a music-led marketing programme involving viral, promotional, experiential and sponsorship campaigns.