Glavya, the Scottish liqueur brand, is to link up with music-based social networking site Spotify to encourage people to create the longest ever play list of summer tunes. A competition will offer an ‘ultimate long-weekend’ to a European destination as prize.

The competition is part of Glayva’s ‘Make Your Summer Last Longer’ campaign, running over the next four months to engage the younger end of the market to try Glayva in either its Gold or Blush long serves.

The campaign includes an awareness drive via coupon promotions and advertising in The Guardian and Observer and over 50 regional titles, which should expose the brand to over three million people.

In addition to the vouchers, which are designed to drive footfall into the off-trade, on-trade outlets will be runner a promotional give-away where customers get a Glayva snap card giving them a 1-in-7 chance to win a free Glayva long drink.

Glayva has also designed a dedicated interactive microsite to engage a wider consumer base. www.glayvalongsummer.com will be linked to Spotify for the play list challenge.