Electrical retailer Comet will participate together with Sony Centres and local independents, providing demos in more than 700 stores.
After the demo each attendee will be given a free gamecard which, by entering a code at a dedicated website, will immediately tell them whether they have won a prize.
These include 10 training sessions for two people with Steven Gerrard, two trips to this season's Uefa Champions League final for two people and five Bravia and Sky HD packages.
The campaign will be the biggest joint push yet for Sony's Bravia TV range and Sky's HD service. The partnership was established in December 2005 and led to the Sony Bravia "paint" ad, on Sky Sports HD 2, which was broadcast in October and was the first high definition ad on TV in the UK.
Running from February 21 to April 15, the campaign is timed to coincide with the latter stages of the Champions League, of which Sony is a sponsor. It will be supported by press ads, radio promotions and PR.
The Promotions Publicity Factory devised the promotion concept and brokered the involvement of Gerrard with his agent Struan Marshall of Wasserman Media Group, formerly SFX Sports Group.
Mikah Martin-Cruz, general manager at Sony UK, said: "We've been working hard with Sky to educate consumers about the benefits of HD and feel that Steven Gerrard is the perfect ambassador to raise awareness of Sony and Sky's HD partnership to a mass audience."