The Lucozade Fans Fives campaign has been created by Digital and Direct. Media buying has been handled by MediaCom.
The campaign will include Facebook activity, club-specific communications and Lucozade digital branding on perimeter boards across Premier League club stadiums.
The activity directs football fans to a dedicated page on the Lucozade site, www.lucozade.com/fansfives, where they can apply to be part of a five-a-side team to represent one of the 19 participating Premier League football clubs.
Shortlisted fans will be required to show their commitment to the sport over Facebook.
The three best team entries will create a Facebook page for themselves. The page with the most "likes" will go through to the tournament.
Alex Saunders, senior brand manager, Lucozade, said" "Lucozade Fans Fives is an exciting campaign that will allow us to leverage our elite football associations to engage fans in a meaningful way.
"The focus on the digital elements of the campaign reflects a shift in the way football fans interact with the clubs they support".
Lucozade Sport has individual sponsorship deals with Arsenal, Chelsea and Liverpool, and is the official drinks supplier to the Barclays Premier League.
Last year, the Advertising Standards Authority (ASA) cleared a late-night TV ad for a Lucozade energy drink, after claims it was "irresponsible" because it appeared to suggest it could help drivers avoid accidents.
This article was first published on marketingmagazine.co.uk
A useful study here from the ‘Pew Research Center’ taking a look at the demographic make-up of US social media users across Twitter, Tumblr, Pinterest, Instagram and Facebook. No data on LinkedIn of Google+, but great stats all the same.