As coach Start Lancaster picked his final squad and prepares for the final warm up match before the 2015 Rugby World Cup, principal team sponsor O2 rolls out a new strand in its ongoing #WearTheRose campaign in the form of a consumer-created fan support film.
As the mobile telco bids to boost support for England, O2 and its World Cup winning ambassador Johnny Wilkinson supported a network of fans to encourage friends, relatives and the country’s whole rugby family to pledge their support for the host nation through social media.
The so-called ‘Rose Army’ sent a flood of consumer-created pledges of support to the England Team via Twitter and Facebook.
More than a thousand support videos were collected and collated into a single webfilm.
Comment:
Yet another content-led activation strand in O2’s deeply integrated, multi-platform campaign – and we are still in the pre-tournament phase.
Previous strands of this expansive activation include:
Washing Line Shirt Giveaway Stunt
Links
O2 Sport YouTube:
https://www.youtube.com/user/o2sports
O2 Sports Twitter:
@O2Sports
#WearTheRose
O2 Sports Instagram:
https://instagram.com/o2sports/
O2 Sports Google+:
https://plus.google.com/116304440606210600730/videos
O2 Priority Sports Website:
http://www.o2priority.co.uk/sports
England Rugby Website:
RFU Website:
