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H
eineken will open Rugby World Cup 2015
with a multi-platform campaign that brings
fans across the world closer to the action.
As a Worldwide partner of Rugby World Cup 2015,
Heineken is searching for 48 fans from across the
globe to win a once in a lifetime opportunity to open
a match by attending the official coin toss prior to
kick off. As well as this ultimate prize Heineken will
be producing social content offering an alternative
perspective on Rugby World Cup 2015 from the
Heineken Rugby Legends.
Heading the campaign is a ‘who’s who’ of inter-
national rugby legends, led by ex-All Black super-
star Jonah Lomu and former England captain Will
Carling.
Joining them are former South Africa Rugby
World Cup winning captain John Smit; Matt Daw-
son, star of England’s Rugby World Cup winning
side and British & Irish Lions scrum-half; former
Wales and British & Irish Lions number 8 Scott
Quinnell; former Australia captain and one of the
country’s most decorated players Rocky Elsom and
Shane Horgan, former Ireland and British & Irish
Lions winger. Heineken will offer a unique and
truly international perspective on the Tournament
through the eyes of this elite panel in the lead up
to, and during Rugby World Cup 2015.
‘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. ‘I
was lucky enough to play in two Rugby World Cups,
so I know how exciting the Tournament is. This year,
I want as many people as possible around the world
to enjoy Rugby World Cup 2015 and help get them
closer to the action with Heineken.’
Heineken’s sponsorship of Rugby World Cup
2015 is supported by a global media campaign,
commencing in August stretching across OOH,
print, digital and television – with Heineken’s Jonah
Lomu and John Smit appearing in a television com-
mercial themed around the official coin toss.
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 for fans across the United
Kingdom. Supporting Rugby World Cup 2015 Trophy
Tour, these events 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, Heineken will offer fans
around the world the chance to take part in the ul-
timate second screen experience – the Heineken
Rugby Studio; a digital preview/review show that
will take place across social media. Hosted by Will
Carling, the content will feature Heineken’s Leg-
ends 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.
Lette added, ‘Rugby World Cup 2015 is tipped
to be the biggest ever. To celebrate, we want to
give fans here in the UK and around the world
the ultimate 2nd screen experience that brings
another level of enjoyment to the Tournament and
really opens Rugby World Cup 2015. Through the
Heineken Rugby Studio, we will create an engag-
ing digital experience that gets fans closer to Rugby
World Cup 2015 action.’
To find out more information about Heineken’s
campaign around Rugby World Cup 2015 and for
your chance to open Rugby World Cup 2015, follow
@heineken #ItsYourCall
.
Heineken to open Rugby World Cup 2015
Nex Media •
Vol 3 Issue 2
57
