Precision Marketing - Carlsberg and T-Mobile, sponsors of the Euro 2004 football championships, are launching a joint SMS campaign to boost their customer databases. The push centres on an Instant Win Football Quiz scratchcard which consumers will be able to pick up at over 250 Laurel Pubs across the UK when they purchase a pint of Carlsberg.

The quiz, specially designed to run on mobile handsets, will test people's knowledge of football history. Individuals must register to play, and can win JVC video players, as well as football-related, downloadable mobile content.

T-Mobile is to promote the campaign by targeting customers on its central database with an email push and online activity. Flytxt has been appointed to oversee the campaign.

Kevin Powell, senior customer marketing manager at Carlsberg, comments: "Mobiles are a very powerful vehicle for Carlbserg to communicate with its customers directly while they enjoy a pint in the pub. The quiz fits perfectly."

Dave Barker, sales and marketing director at Flytxt, says: "The quiz allows us to strongly associate the T-Mobile and Carlsberg brands with football and Euro 2004."

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