Heineken UK has unveiled its "biggest promotion" [to date] with the launch of a 'Who Wants To Be A Football Millionaire?' campaign featuring Chris Tarrant.
Tarrant will also be used as the face of the campaign across promotional material.
The activity, in partnership with Sony Pictures Entertainment (owners of 'Who Wants To Be A Millionaire?'), will run across Foster's, John Smith's, Kronenbourg 1664, Strongbow and Bulmers – in the run-up to the Fifa 2010 World Cup.
Consumers can enter a competition by calling a hotline and quoting a promotional barcode. They will then be asked a football-related question and 20 winners will be drawn to play 'Who Wants To Be A Football Millionaire?', hosted by Chris Tarrant.
Read more at Brand Republic