The campaign has been created by Iris and involves press and online advertising on music websites, across the Metro group of newspapers and in music magazine NME.
Once on the newly created microsite visitors, will be able to take part in a competition to win 25 pairs of tickets to this summer's Big Chill music festival, which the liquor brand has been involved in for the last three years.
Those who take part in the online competition will then be sent a raft of promotional material in future direct marketing campaigns.
Neil Aitken, senior marketing manager for Southern Comfort, said: "In today's competitive market relationship marketing is more important than ever in order to retain consumers and drive brand loyalty."
Account director Matt Foulk added: "We have deliberately selected channels and offers that will deliver Southern Comfort quality consumer data in a cost-effective and efficient way.
"With this data we can then begin the task of analysing these consumers to inform all future marketing activities."
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