M&C Saatchi Sport & Entertainment partners with Heineken for Rugby World Cup campaign

Official Rugby World Cup 2015 partner Heineken is preparing a two-pronged campaign devised by PR agency M&C Saatchi Sport & Entertainment plus creative and digital firms St. Lukes, RPM, Possible and Publicasity.

Heineken: Drafting in rugby legends for Rugby World Cup 2015 PR activities
Heineken: Drafting in rugby legends for Rugby World Cup 2015 PR activities

The Heineken brand has been involved in rugby sponsorship for more than 20 years and with this campaign spanning pubs, bars and shops, including social and national media outlets, it is expected to be the firm's biggest ever in relation to the sport.

From today, Heineken is launching competitions to give 48 rugby fans the chance to attend the official coin toss at the start of every match. There will be multiple ways to enter including through promotions packs, via social media and media partnerships.

In August, the brand will also be launching the Heineken Rugby Studio, which will feature comment from seven sporting legends including Will Carling and Jonah Lomu. The panel will discuss the major talking points during the tournament and encourage fans to interact using the hashtag #ItsYourCall.

In the run up to the tournament, Heineken will host live events for fans across the UK and will be supporting the Rugby World Cup 2015 Trophy Tour.

David Lette, Heineken brand director, said: "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 second 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 engaging digital experience that gets fans closer to the action."

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