Coors Brewers has teamed up with Newcastle United to promote Carling in the club's home city.
The Your Newcastle campaign started at the end of September and uses mobile phone technology as well as radio adverts and online promotions.
Consumers have the chance of winning free pints through a scanable barcode that is received via text on mobiles.
Also to be won are free tickets to gigs at the Carling Academy Newcastle, Carling merchandise and 10 pairs of season tickets to watch the Magpies.
Coors' director of marketing communications Nicola Young said: "This is the first time that we have used this mobile technology and it provides a convenient and hassle-free way for consumers to interact
"Not only does the technology provide real time reporting so that we know how many vouchers are being redeemed and where, it also enables Carling to talk to and engage with drinkers on an ongoing basis.
"This will provide a real benefit for licensees as we will be able to target consumers with future offers encouraging repeat visits, up-weighted purchase and opportunities to increase mid-week drinking occasions."
Your Newcastle is the first in a series of regional marketing campaigns that will be rolling out across key UK cities in 2007/08.