The integrated campaign, created by Space, includes advertising, digital activity and a media partnership with the Daily Mirror, while 386,000 drinkers of John Smith's will be given a share in a real racehorse.
Consumers who buy a pint of the bitter at participating outlets and claim their ‘No Nonsense Share' card from the bar staff can then register their share by text, post or online.
The campaign builds on John Smith's sponsorship of the Grand National and 90 other races around the UK.
The horse, Smithy, is a chestnut thoroughbred. He was sired by Kris Kin, who won the 2003 Epsom Derby.
.jpg)
.jpeg)
