The campaign, created by Impetus and MediaCom, will involve a team of 15 touring 11 city centres, including London, Cardiff, Edinburgh and Dublin, to teach the public how to take part in the traditional pre-match ritual of New Zealand's All Blacks rugby union team.
The campaign has been developed to promote live coverage, presented by Simon Lazenby, which started last on Sky Sports 1 for the Lions' warm-up game against Argentina at the Millennium Stadium in Cardiff, in which Jonny Wilkinson spared the Lion's pride with an injury-time penalty to bring about a 25-25 draw with the Pumas.
Commentary will come from Miles Harrison and Stuart Barnes with analysis from experts including Dewi Morris, Scott Quinnell and Sean Fitzpatrick.
The campaign will feature national washroom poster sites at 500 pubs and clubs, national and regional press advertising in broadsheets such as The Times, Telegraph, Guardian, Independent, Glasgow Herald, Scotsman and Sunday newspapers, national radio, ambient media, an campaign and an extensive promotional campaign across the Sky network.
Paul Ridsdale, marketing controller of Sky Sports, said: "Such bespoke activity represents a shift in marketing strategy for Sky Sports.
"While simply highlighting our range of programming will always be important, we are becoming much more focused on developing marketing campaigns which truly engage our audience and bring the unique passion and dedication of the Sky Sports brand to life."
The British and Irish Lions take on New Zealand in a tour starting on June 4 and continuing until July 9 when they play the last test against the All Blacks in Auckland.
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