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
The campaign is running on 40 million packs and will be supported by
POP, with materials featuring Michael Owen.