EMAP² and Scottish & Newcastle have signed a deal to create First Pint Friday, a radio and mobile campaign that aims to encourage people to choose Strongbow as their first drink. It will launch next Monday.
The campaign will see the launch of First Pint Friday in 66 pubs across UK cities including Birmingham, Edinburgh and Newcastle, where the first 100 people that come into a venue will receive a free pint of Strongbow. Listeners to EMAP-owned Kerrang! Radio and Big City Network will be encourage to go the pubs via on air trails.
There will also be a Strongbow WAP site which will provide users with details of their nearest participating pub. It will also have content such as ringtones and wallpaper.
The deal aims to support the Strongbow’s Total First Pint Refreshment TV campaign.
Meanwhile, EMAP-owned station Magic 105.4 is launching its first live event with an outdoor Simply Red gig in September. The gig will take place at the Open Air Theatre on Regents Park on September 9. It will be promoted on air and through its website throughout August.