O2 Opens Up Twitter Projection Globally

Ahead of the quarter-finals this weekend, O2 – together with Twitter – is handing over its venue projection to fans across the globe, following England’s elimination from the Rugby World Cup in the group stages.

Originally an exclusive activation for England fans as part of the #WearTheRose campaign, the expansion now aims to “bring fans together to celebrate the unifying spirit of rugby”, according to the brand.

Up to two thousand tweets will be showcased each evening from around the world. From tonight, rugby fans can tweet messages of support and have them projected on to the roof of The O2.

Set against the London skyline, O2 and Twitter will be encouraging fans to tweet messages to spur on their teams, clubs and fellow players, no matter where they are.

Fans will need to tweet using #TheO2 and those who have a message displayed will receive an exclusive personalised image and gif of their tweet.

A total of 68 projectors and over 144 moving head light fixtures are attached to the interior and exterior of the masts on The O2 to light up the venue. The projectors and lights cover a surface area equivalent to ten rugby pitches.

Nina Bibby, marketing and consumer director at O2 said: “We want to celebrate the sport of rugby, so what better way than to hand over the roof of The O2 so that fans everywhere in the world can support their teams, from grassroots all the way to professional levels, in a unique and visual way.”