As worldwide partners of the Rugby World Cup, Heineken’s aim was to be the most recalled sponsor through a hefty integrated campaign, lead by digital. Spoiler alert — we achieved that aim. We created the “Heineken Rugby Studio”, a physical space within the grounds of Twickenham, where rugby legends and key influencers created snackable content throughout key matches, and engaged directly with our second screen audience through live Q&A’s. We directed seven burley men/ ex-players through promo shoots, and worked on a responsive hub to house the entire tournament’s content.
Each match and piece of content were planned to the second, and we created (what seemed like thousands of) “worst case scenario” tweets and images - just incase streakers ran across the pitch, it was rained off, or aliens landed. Can’t be too careful.
