The initiative, created by WWAV Rapp Collins Edinburgh, breaks on May 21 and uses the "Bowtime" tagline developed by ad agency St Lukes.
Strongbow drinkers can send a text message to receive a voucher, along with details of participating venues, that gives them a free pint of Strongbow on a Tuesday during 'Bowtime' (5pm-7pm) over a four-week period.
The promotion will be supported with an ad campaign across national press titles, interactive TV and radio, including TalkSport.
Fiona Seath, brand manager of Strongbow at Scottish & Newcastle UK, said: "We are seeking to engage with Strongbow customers in a relevant, long-term way and the 'Bowtime' CRM activity will encourage core consumers to sign up for a reward driven programme."
This is WWAV Rapp Collins' first campaign for Strongbow after being appointed to handle the cider brand's consumer DM business late last year.
Mandi Taylor, managing partner and head of planning at WWAV Rapp Collins, said: "WWAV have developed a responsive campaign using an innovative combination of digital and traditional channels to recruit an audience that many marketers find difficult to engage."