Emap Radio has signed a £300,000 radio and mobile sponsorship deal with Scottish & Newcastle's Strongbow cider brand.

The campaign, targeting 25 to 35 year old men, will run for six weeks from May 21 alongside Strongbow's current TV campaign focusing on 'Total First Pint Refreshment'.

The campaign also sees the creation of 'Strongbow First Pint Friday' in 66 pubs across the UK, including Birmingham, Edinburgh, Newcastle and Manchester, where the first 100 people into the venue on a Friday night will each receive a free pint of Strongbow.

Listeners to Emap's Kerrang! Radio and Big City Network – eleven stations in total – will be encouraged to go to the venues through live presenter reads and on-air trails.

Emap Radio have partnered with mobile agency Incentivated to provide a location based service, where consumers can text a number to receive details of their nearest Strongbow First Pint Friday venue via a return text.

Details of promotion will be sent to an Emap Advertising text database every Friday afternoon at 3pm to remind them of the offer, and street teams will invite people into the venues.

The deal was negotiated by Emap Radio and Mediavest. It follows Emap Advertising's sponsorship campaign for Scottish & Newcastle's Foster's brand last year.

Fiona Seath, brand manager, Strongbow at Scottish & Newcastle UK said: "Once again Emap Advertising has delivered a campaign that will engage our target audience and position the brand perfectly. We look forward to a successful run of Friday night events across the UK for our consumers!"

Vicki Knights, head of sponsorship at Emap Radio added: "This activity will drive trial, putting a pint of Strongbow in over 1000 people's hands every Friday, and will create a huge buzz about the brand with its target audience."