Fizzy fruit drink LOL hopes to target the tween market by offering the chance to win tickets to see X Factor winner Reece Mastin perform at an exclusive concert.

Vizeum is behind the LOL Live campaign which is encouraging consumers to purchase the 99% fruit drink for the chance to win tickets everyday for 50 days to attend the secret show.

Vizeum enlisted MCM Media to help make the Heinz beverage brand ‘cool’ to tweens.

MCM Media secured Mastin and will product the event.

LOL Live will also be amplified through branded TV commercials on MTV and Nickelodeon, on pack, in-store, out of home, online, Facebook, mobile as well as on the Today Network radio stations.

Katie Saunders, general manager of Golden Circle for Heinz, said: “The tween market can be somewhat of an enigma and we feel that Vizeum’s campaign will really find them in their natural habitat, whilst also developing a unique, ongoing event for our brand to own.”

“Using music as the campaign cornerstone makes it easy for our audience to share the campaign through social channels and associate the brand with something they love.”