Punch Pub Company and the Sports Café chain have launched a text messaging promotional campaign.
The campaign, aimed at promoting Carlsberg lager in pubs, is being run by Flytxt and will enable customers to receive text messages in the form of tokens for free drinks.
It is focused on football and will be advertised with banners outside participating outlets.
Customers will be invited to text a message to a number given on the banner if they want to take part.
The first 50 respondents will each receive a voucher for a free pint of Carlsberg at any of the three Sports Cafés or 22 participating Punch outlets.
It is hoped the campaign will attract curious customers and boost sales for the pubs.
Geoff Brown, head of marketing at Punch Pub Company, said: "Punch Pub Company has always explored innovative ways of marketing and we are keen to encourage our customers to interact with us using technology.
"This campaign will be a great way for us to attract new customers around such big events as England football matches."
Adam Young, customer marketing controller at Carlsberg, said: "We are very excited to be involved in a campaign that is the first of its kind for the pub sector.
"We believe that using SMS, in conjunction with Sports Café and Punch Pub Company, will help us get even closer to our customers."