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Heineken Rugby World Cup 2015

POSSIBLE worked with Heineken to create unforgettable fan experiences at the 2015 Rugby World Cup

As the world’s 3rd biggest sporting event, the 2015 Rugby World Cup gave Heineken the chance to build affinity with the game’s most passionate fans.

WPP agency POSSIBLE helped Heineken position itself as the fans ‘golden ticket’ to the tournament, creating unforgettable experiences and giving them unprecedented access to the games, stars and moments.

Heineken became the official Coin Toss sponsor, giving fans a one-in-a-lifetime opportunity to take part in one of the game’s oldest rituals. Legends of the game like Jonah Lomu and Will Carling challenged fans to win their place at the Coin Toss. Thousands participated. 

A custom built Heineken studio at Twickenham created engaging snackable content and fans were invited to take part in a unique 2nd screen experience with live commentary and Twitter Q&As from the Heineken legends. 

The campaign generated 67 million social media impressions and 1.9 million minutes worth of content views. Heineken were the most talked about sponsor amongst fans and saw a 19% sales uplift throughout the tournament.