The Bowtime promotion will involve consumers texting in numbers found on multipacks of the S&N cider to win prizes including a £2,000 Smeg refrigerator, fridge magnet poetry kits and branded glassware.
Winners will be announced by text message 24 hours after each draw. The first winning entries will be announced on Aug 23 and the last competition draw will be held on Nov 30.
Investment in the Strongbow Bowtime campaign also includes the sponsorship of TalkSport Drivetime with Ian Wright and Adrian Durham until September.
More off-trade promotions will follow through direct mail activity, with consumers set to receive money-off coupons for products in partnership with selected retailers.
Jo Lawrie, Strongbow customer marketing manager for the off-trade, said: “The Bowtime campaign is about creating a special occasion around drinking Strongbow and all our activity is aimed to create some excitement around the brand, encourage trial and recruit some new drinkers.
“Strongbow remains the leading cider in the UK and we will continue to invest heavily in the brand to ensure we maintain its position, keep existing drinkers and encourage its growth.”