O2 devises new Wear the Rose activity for rugby fans

O2 has revealed details of its new Wear the Rose match day activation strategy, as part of its sponsorship of England Rugby.

The new activities are focused around England Rugby fans
The new activities are focused around England Rugby fans

The telecoms brand is offering rugby fans the opportunity to feature in its signage. Those attending England’s first away game at Murrayfield on Saturday (6 February) will have the chance to be photographed, with select individuals to feature in O2's external stadium banners at Twickenham.

They will have their fan story turned into a piece of video content, which will be shared via O2’s digital channels.

O2 will also be giving visitors to Twickenham stadium the chance to have their selfie taken in the West Fan Village, using gigapixel technology. 

O2’s Rose Army, which comprises England Rugby's biggest fans, will get to take part in a series of themed weekly challenges throughout the season. The activities aim to increase support for the England team. 

The brand has also introduced a new content strategy, which will see TV presenter and radio DJ Vernon Kay host pre-entertainment and post-match player interviews live from the O2 'blueroom' in Twickenham. He and Sky Sports’ Alex Payne will also present a new behind-the-scenes show with England Rugby, coined O2 Inside Line.

There will also be weekly pre-match and post-match short content delivered by Kay and Payne, which will be posted on both O2 and England Rugby’s Twitter and Instagram accounts. 

Gareth Griffiths, head of sponsorship at O2, said: "Wear the Rose is back and evolving for 2016 with the O2 logo back on the England team shirts. We’re always looking for new and exciting ways of bringing our customers and fans closer to the action, across a wide variety of channels, and O2 Inside Line does exactly that.

"Handing over our stadium branding at Twickenham and capturing unique stories also allows us to celebrate fans' amazing support. This is an exciting time for England Rugby - roll on Murrayfield this Saturday." 

O2 activated in myriad ways as part of its sponsorship of England Rugby around Rugby World Cup. These included a Wear the Rose concert with Take That, and a light projection on the roof of The O2

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