Torture Chamber Sin-Bin Stunt Sees England Rugby & London Dungeon Promote HSBC London 7s

The collaboration between the national union and the famous London attraction saw a replica of the infamous torture chamber in London’s scariest and spookiest attraction installed at Twickenham to form a dungeon-style sin bin where players being shown a yellow card will be sent to.


The two unlikely teammates, the England Rugby team and the London Dungeon, linked up for a 1 April marketing stunt to promote May’s HSBC London Sevens.


The torture-themed sin-bin even came with its own resident torturer who will make the players feel right at home in the torture chair or the cage for full two minutes.


The campaign was promoted by a London Dungeon Twickenham sin bin video released on1 April which claimed that any player who receives a yellow card at next month’s London leg of the HSBC World Rugby 7s will be sent to a London Dungeon-inspired cell, so we sent some of the England Sevens players to see it for themselves.


A group of England Sevens players put the new sin bin facility to the test during a training session: with Richard de Carpentier, Ryan Olowofela and Will Edwards all taking a turn in the new-look London Dungeon sin bin as a result of their on-pitch antics.



The stunt was amplified across the usual social platforms,





The campaign creative claims that the London Dungeon sin bin will be in action throughout the entirety of the HSBC London Sevens event. The London leg of the HSBC World Sevens tournament takes place at Twickenham on 25 and 26 May.


“The London Dungeon sin bin takes the term ‘foul play’ to a whole new level. Being sent there during the HSBC London Sevens is going to be a torturous experience for both player and team,” said Richard de Carpentier.


“This is really going to test the players – there won’t be any get out of ‘cage’ free cards this time around.”


Andrew Walker, General Manager at The London Dungeon, added: “The England rugby sevens team are known for their ferocious game play but, if they choose to play dirty, they will find a real match in the London Dungeon’s resident torturer. With 45 years of practice in London’s darkest attraction, five trusty tools and two cages, the players will receive a once in a lifetime sin bin experience that they’ll never forget.”


The creative also aims to drive viewers online to find out further information on and to buy tickets for both the HSBC London Sevens tournament (at www.englandrugby.com/tickets) and The London Dungeon (www.thelondondungeon.com).




Who doesn’t love a little April Fools fun?




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