Fifty Magners posters, in sites near London pubs, will broadcast extracts from Magners
TV ads - including the backing track, voiceover and the sound of a Magners bottle being opened and poured over ice.
The Irish cider is also running a web-based Time Dedicated to Sport campaign, in which golf, cricket, football and rugby-related ad banners will run in the sports sections of the Times, Guardian and Daily Telegraph websites .
Brands director Stephen Kent said: "We continue to explore new media
and innovative ways to interact with consumers. "
Last year Magners used posters spraying blossom to give the impression of an apple orchard in spring.