Kick Energy and 2K Games have announced an on pack partnership for the highly anticipated Duke Nukem Forever®.

The on pack promotion celebrates the launch of the game by offering consumers the chance to win the lifestyle of Duke Nukem in Las Vegas.

The offer is available on over two million Kick Energy cans in both the on and off trade sectors, which hit the shelves in early June.

Each can carries a QR code, which when scanned with a smartphone QR application will take the consumer directly to the campaign's bespoke site kickenergy.co.uk/dukenukemforever to enter the competition.

Following 14 years in development, Duke Nukem Forever was previewed in April to huge acclaim at the Gadget Show Live at the Kick Energy sponsored Game Zone. At the same event Kick Energy broke a Guinness World Record for the World's Largest Mobile Phone Gaming Party, led by Hollyoaks and T4's Matt Littler and Darren Jeffries.

The Duke Nukem Forever partnership with Kick Energy officially launched at a London media event on Thursday 9th June.

Simon Green, Global Brands marketing director, comments: "This is the second high profile on pack partnership for Kick Energy this year. It is a key part of our groundbreaking £2.5 million marketing campaign for 2011 dedicated to making the brand synonymous with gaming. Duke Nukem Forever is one of the most highly anticipated games of the year and a real coup for the brand."

Further on trade support for the brand includes premium barware, national sampling and promotional teams, menus with signature serves, such as the popular Kick with Goldschläger (Glitter Storm) and a fleet of branded vehicles, including the Kick Energy Gaming Land Rover, equipped with plasma screens and X Box 360's.