Frijj, Dairy Crest's flavoured milk brand, has appointed movie promotions specialist Filmology to create an on-pack promotion giving away cinema tickets.
Filmology will be responsible for running the competition on a range of limited edition Frijj bottles offering people the chance to win a pair of 7,500 Cineworld cinema tickets.
The packs will direct customers to a website where they can find out if they have won by typing in the product's barcode.
The on-pack promotion supports Frijj's wider marketing campaign, "Four Ridges Must Be Destroyed", which takes advantage of the popularity of horror films among its target market of 16- to 24-year-old males.
The full campaign includes digital, online, press, posters and outdoor ads together with the launch of a dedicated website hosting five spoof films of Steve McQueen's 'The Blob', which will be released on the site following three teaser trailers.
The six-week-long festival will be held at 25 cinemas across London offering people the chance to watch 26 classic movies for free.