McCoy’s has launched a campaign to promote its Professional Darts Championship (PDC) tie up, focusing on online gaming and on-pack promotions.

The campaign, which will run until January, focuses on a game, accessible on desktop, mobile and Facebook by HTML5. By logging on via Facebook the game allows personalisation, including the creation of a darts nickname.

By playing the game, users are entered into a competition to win prizes including Xbox 360 and the chance to win a PDC player to play with for an evening at their local pub.

George Johnston, marketing director at McCoy’s, said, ‘We have seen our McCoy’s consumers really get involved with our PDC darts initiatives, and this promotion sees a natural evolution of our involvement with PDC Darts. Crucially though, the McCoy’s consumer is now more mobile and socially connected, so this activity makes the most of these opportunities, giving our consumer the opportunity to connect with us, and enjoy McCoy’s wherever they are.’

On-pack the campaign will be promoted with a QR code and will simultaneously run until January 2013. The campaign was created by digital agency Activation.