To use the parlance, Heineken has ensured a solid forward platform, fluent, swift movement behind and a willingness to hit every available channel with its wide-ranging campaign for the Rugby World Cup.
It has firstly put in place exclusive digital content, mainly through the 'Heineken Rugby Studio', a preview and review show hosted online by the aptly-named former England captain Will Carling. The show aims to “offer a unique and truly international perspective on the tournament through the eyes of an elite panel of Heineken Rugby Legends”. The roll call includes big rugby names such as Jonah Lomu, Rocky Elsom, Matt Dawson and John Smit.
Fans can also get involved in the show through the dedicated hashtag '#ItsYourCall'.
On the more local, experiential side, Heineken in Australia wants to bring people together, and thus has partnered with venues to create 'Heineken RWC Clubhouses'. These will provide a big-match atmosphere where fans can gather to watch the games together, as well as take part in promotions that include the chance to win tickets to the world cup final.
Heineken say over 5000 consumer activations will take place across the country, taking in both on- and off-premise locations.
To support the other channels, Heineken will also look to include those watching at home with specially designed limited edition packaging and bottles. One such design is a limited edition '1st XV Can' pack.
“The Rugby World Cup is always one of the biggest events globally and this year's tournament will be no exception,” said Heineken's Australia marketing manager Alessandro Manunta.
“Here in Australia, we'll be celebrating the occasion by providing fans with the ultimate experience that brings another level of enjoyment to the game and unprecedented access to rugby's biggest stars. Through our activations and the development of engaging digital content, fans will be able to get closer to the action and their heroes than they have ever been before,” added Manunta.
Heineken RWC Clubhouses
(for event bookings contact venues directly)
- The Star, Sydney
- Treasury Hotel & Casino Brisbane
- Jupiters Hotel & Casino Gold Coast
- Skycity, Adelaide
- Crown Melbourne
- Crown Perth
