The limited-edition cans go on sale this month, exclusive to the off-trade, and will run until May 2013.
The promotion offers drinkers the chance to win a tropical island adventure in Thailand.
Consumers that scan the Far Cry 3 can with a smart phone will be taken directly to the campaign’s competition website, where they can also win Xbox 360 consoles and computer games.
Kick, which bills itself as “Fuel for Gamers”, is “one of the best performing functional energy drinks in the UK’s off-trade”, according to Simon Green, marketing director at Global Brands.
“This is Kick’s fifth on pack promotion, having already worked with Batman: Arkham City which went to number one in the gaming charts, and Marvel’s Avengers Assemble, the third biggest film in cinematic history,” he said.
“This consistent high-profile activity has been a driving force in Kick Energy’s success, and for the first time the new on pack promotion will be available exclusively to our off-trade customers to support the brand’s growth in this sector.
“Kick Energy is a fantastic British brand with a great proposition and unique marketing links to gamers who make up 68% of all energy drinks consumption.”
The promotion will be supported with POS and the cans will be available and will be available in Asda, McColl’s and Rhythm & Booze.