Lucozade Sport teams with Sky for footie push

GlaxoSmithKline has linked its Lucozade Sport brand with satellite

TV broadcaster Sky in a two-tiered, on-pack push.

Developed by Billington Cartmell, there is an instant-win mechanic

giving sports fans the chance to win one of 500 pairs of tickets to see

a Premiership match of their choice. In addition, a collector mechanic

allows consumers the opportunity to claim a free Sky Digital mini-dish

and digibox, plus 50 per cent discount on the standard installation fee

worth £240.

The campaign is running on 40 million packs and will be supported by

POP, with materials featuring Michael Owen.