The new campaign, which launches next month, is aimed at driving footfall into pubs and bars.

Activity includes a limited edition can, which for the first time will come in a bespoke case wrap, which shows how venues can get involved.

The company is urging licensees to take a picture of the limited edition can in their outlet, then post the image to Instagram using the hashtag #keystoyourcity.

The best posts will then be promoted on a dedicated 'Keys to your City' hub on the Red Bull website; in the Red Bulletin Magazine and on Red Bull's own social media platforms.

The energy drink has also partnered with music app Shazaam, to offer drinkers a calendar of local events; a key to claim a free drink in their local city and a sampling pack of Red Bull that will be sent to their home.

"We're excited to launch our brand new limited edition can, which includes a fun campaign for trade and consumers alike," said Sophia Blawat, Red Bull on-premise marketing manager.

"This year we're celebrating on-premise venues, and through our dedicated 'Keys to your City' campaign, we will be encouraging consumers to explore all their city has to offer. Aimed to drive footfall back into trade, Red Bull is giving wings to people by equipping them with a dedicated city guide and inspiring them to make the most of their time spent out and about."

Outdoor ads will also run in focus cities such as London, Birmingham, Leeds, Manchester and Glasgow.

In the Autumn, Red Bull will focus on freshers and 10,000 students will get free Red Bull samples as part of a 'Keys to your City' boxes, which include a map to go out and explore their new city.