The four-week campaign, created by William Hill's retail marketing agency Billington Cartmell, aims to increase market share of football betting by tempting customers away from competitors.
Throughout January, all customers spending more than £10 on football betting on Saturdays will be given a free £2 bet voucher for the following week.
The free bets alter each week, covering events such as the Carling Cup Final, with redeemed vouchers entered into a prize draw. The winner of the draw will receive a six-night, all-expenses-paid trip for two people to watch England play in the World Cup Finals in South Africa.
The free bets will be promoted through outdoor advertising, created by the agency.
In November the betting company appointed Brooklyn Brothers to handle its advertising account, following a final two-way pitch against MCBD, in the run-up to the 2010 Fifa World Cup.
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