Heineken offers drinkers a chance to win £1m during the World Cup

Heineken has announced plans for a tie-up with 'Who Wants to be a Millionaire?' across its five biggest brands during the World Cup.

The campaign, which will be spearheaded by the show's host, Chris Tarrant, is the highlight among several initiatives this year, which include a UEFA Champions League promotion on Heineken in April and May, and a decision to de-list its cider brand, White Lightning, from March 31.

The 'Who Wants To Be A Football Millionaire?' campaign will run across Foster's, John Smith's, Kronenbourg 1664, Strongbow and Bulmers, from May to August.

Consumers will enter by calling a hotline, quoting the barcode on promotional packs, and answering a football-related question. Ten correct entries will then be drawn to play live in the 'Who Wants To Be A Millionaire?' studio with Tarrant, each receiving £1,000, and one person will face Chris Tarrant for a chance to win £1m.

In addition to hosting the final, Chris Tarrant will also appear on point of sale material and interact with consumers on phone-lines via recorded messages.

Shaun Heyes, head of customer marketing (off-trade), Heineken UK, said: "Football Millionaire cleverly combines the unrivalled popularity of the greatest football event in the world with a quiz show which has recorded some of the highest ever ratings for any British TV game show."

Contact: 08457 101010