Heineken Opens Rugby World Cup Campaign

Heineken has unveiled its line up of international stars ahead of the Rugby World Cup, with the launch of its latest multi-platform campaign.

As a worldwide partner of the tournament, Heineken is searching for 48 fans from across the globe to open a match by attending the official coin toss prior to kick off.

Heineken will also be producing social content around the competition from the Heineken rugby legends led by ex-All Black star Jonah Lomu and former England captain Will Carling.

Joining them are John Smit, Matt Dawson, Scott Quinnell, Rocky Elsom and Shane Horgan.

Lomu commented: “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.

“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, beginning in August with Jonah Lomu and John Smit appearing in a television commercial 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 also be hosting live events for fans across the United Kingdom.

During the tournament, Heineken will offer fans around the world the chance to take part in 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 legends, as well as a number of special guests, who will offer opinion on the major talking points of Rugby World Cup 2015.

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 engaging digital experience that gets fans closer to Rugby World Cup 2015 action.”