John Smith’s, the UK’s number one ale brand, is offering drinkers in pubs and clubs the opportunity to own a share in a racehorse, as part of an integrated marketing campaign aimed at getting the most out of its Grand National sponsorship.

The Scottish & Newcastle-owned beer is replacing its ‘John Smith’s People’s Race’ promotion, which ran for three years, with a new campaign called ‘Smithy, the People’s Racehorse.’ Smithy is a thoroughbred three-year old chestnut gelding, son of 2003 Derby winner Kris Kin.

The campaign, which kicks off in January, was devised by integrated marketing agency, Space, which says the idea was to apply John Smith’s ‘No Nonsense’ philosophy to demystifying the Sport of Kings and give John Smith’s drinkers an insiders’ view of the world of racing.

John Smith’s is sponsoring the Grand National and 90 race meetings across the country.

The campaign which will be amplified through sponsorship, advertising, a media partnership, digital, mobile, in-pub communications, activity at key races in the John Smith’s racing calendar and online at www.johnsmiths.co.uk/smithy. All communication will build the persona of Smithy, allowing John Smith’s to show the ins and outs of horse racing through his ‘No Nonsense’ lens.

Thousands of John Smith’s on-trade stockists across the UK will take part in a ‘Smithy the Horse’ promotion from January which will see a share distributed to those who purchase a pint of John Smith’s: all the consumer will need to do is register their share to take part.

The promotion will be highly interactive. All ‘Smithy owners’ will have the opportunity to vote online on key decisions on his progress, for example on the meets he should race at (in consultation with his trainer).

They will also receive regular updates on Smithy’s progress and be able to read about Smithy’s No Nonsense views at www.johnsmiths.co.uk/smithy, through a national newspaper partnership and via his Facebook fan site. Furthermore, all owners will have the chance to meet Smithy at races and at his stables throughout the campaign.

Smithy, who will race under the name ‘Smithy The Horse’, is expected to run his first race in January to coincide with the launch of the pub promotion.

Smithy’s introduction coincides with the announcement that Scottish and Newcastle will continue to sponsor the John Smith’s Grand National for a further three years when the current agreement expires next year.