Tuborg offers downloads and festival tickets in on-pack competition

by James Quilter, Promotions & Incentives 12-Mar-09, 14:20

LONDON - Tuborg has launched its biggest ever on-pack promotion, offering consumers tickets to summer music festivals including Glastonbury.

The promotion runs until the end of the year where customers can enter the text and win competition for tickets to Glastonbury 2010. No purchase is necessary.

Additionally Tuborg has partnered with online home entertainment retailer Play.com to offer 60,000 downloads as individual runners-up prizes.

Tuborg brand-owner Carlsberg is aiming to align the product with music. It is currently the largest alcohol brand sponsor of music events.

Earlier this month Tuborg hired Momentum to build on its summer festivals sponsorship.

Momentum was hired following a three-way pitch, and will be tasked with activity including digital TV, mobile and brand advocacy.

Last year the brand agreed a multimillion-pound sponsorship deal with event organiser Live Nation, whose properties include O2 Wireless, Download and Global Gathering.