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Newcastle Brown Ale is helping sports fans celebrate the height of viewing season with its "Drink the Beer. Get the Gear" promotion.
The program will feature a social media sweepstakes in which participants can Tweet about their sports viewing experience with the #WATCHINGTV hashtag for a chance to win prizes.
Newcastle will support the program through social media activation designed to boost engagement in-store and on-premise, as well as custom-designed displays, POS elements, channel-specific cross-merchandising IRC and mail-in rebate offers
“More than 76% of Newcastle drinkers watch sports on TV regularly or occasionally,” said Brett Steen, brand manager for Newcastle, a brand of White Plains, N.Y.-based Heineken USA. “Our No Bollocks Drink the Beer. Get the Gear program reaches these devoted fans of all things sports by offering them the chance to win amazing prizes, including plasma screen TVs, Newcastle gear, giant foam fingers and much more."
The program runs through December.