Heineken has unveiled a multi-platform campaign to open this year’s Rugby World Cup.
Heading the campaign is a ‘who’s who’ of international rugby legends, led by ex-All Black superstar Jonah Lomu.
“Rugby World Cup is the pinnacle for any player and this Tournament will be one of the biggest ever. To partner with Heineken and join such an esteemed group of rugby legends is an honour,” said Lomu.
As part of the campaign Heineken is searching for 48 fans from across the globe to win the opportunity to open a match by attending the official coin toss prior to kick off. As well as this prize the brand will be producing social content offering an alternative perspective on the action from the Heineken Rugby Legends.
David Lette, Heineken Brand Director said: “With this exclusive coin toss opportunity before every match, Heineken is proud to open Rugby World Cup 2015. We are proud to be rewarding passionate fans around the world with this unique, once-in-a-lifetime VIP experience to get closer to the action. We can’t wait for it all to start!”
In the run up to the tournament Heineken will be hosting live events across the UK. These will give fans a champion’s eye view of the Webb Ellis Cup in their local, as well as the chance to be part of an official coin toss.
During the tournament, the Heineken Rugby Studio – a digital preview/review show – will take place across social media. Hosted by Will Carling, the content will feature Heineken’s Legends line up, as well as a number of special guests, who will offer opinion and an irreverent look at the major talking points of Rugby World Cup 2015, with fans able to be a part of the action via #ItsYourCall.
Heineken’s sponsorship of Rugby World Cup 2015 is supported by a global media campaign, commencing in August stretching across out-of-home, print, digital and television – with Jonah Lomu and John Smit appearing in a television commercial themed around the official coin toss.
