Diageo has unveiled its largest consumer promotion so far for its Baileys Original Irish Cream brand in Europe.

The company said today (10 September) that the push, dubbed Baileys Million Moments of Pleasure, will hit the Spanish, UK, Italian, German and Russian markets this month.

Baileys consumers in the five markets will be able to register online at www.baileysmillion.com and win gourmet coffee machines, ice cream makers, blenders, boxes of truffles, cocktail makers and other gifts for home entertaining as well as a free download from R&B musician John Legend.

Baileys originally teamed up with Legend last year, when the brand sponsored his US tour.

"Building relationships with consumers in the digital space is one of the most important marketing vehicles for our brands," said Rob Malcom, Diageo's president of global marketing, sales and innovation. "Our experience and capabilities in this area have grown substantially over the last few years with brands such as Baileys, Smirnoff, Guinness and Johnnie Walker leading the way. The Baileys Million Moments of Pleasure is a great example of where we see our digital marketing going in the future - a ground-breaking campaign which will really connect with our consumers online."

The campaign aims to engage 5m consumers in claiming their 'moment of pleasure', the company noted.