O2 projection opens up to global rugby fans following England defeat

O2 has handed over control of its Twitter-powered projection from fans of England Rugby to those supporting any nation in the world cup tournament.

The projection previously formed part of O2's Wear The Rose campaign
The projection previously formed part of O2's Wear The Rose campaign

The activation, which features 68 projectors and more than 144 moving head light fixtures, previously lit up The O2 in London with tweets of support for England Rugby.

As official partners of the team, the telecoms brand continued to use the projection to demonstrate its support until England’s last game on Saturday (10 October), despite being kicked out of their pool the week before (3 October). 

It announced today (16 October) it would be ‘handing over’ the project to fans across the globe in an attempt to celebrate the unifying spirit of rugby. Up to 2,000 tweets from across the world will be displayed every evening on the roof of The O2 until the tournament comes to an end on 31 October. 

Rugby fanatics will be able to send their tweets using the hashtag #TheO2. Those lucky enough to have their message displayed will receive an exclusive personalised image and gif of their tweet lit up on venue.

Nina Bibby, marketing and consumer director at O2, said: "We want to celebrate the sport of rugby, so what better way than to hand over the roof of The O2 so that fans everywhere in the world can support their teams, from grassroots all the way to professional levels, in a unique and visual way."

Watch O2's reveal of the activation, via the 'world's largest projection', on Event TV here.

More: O2 to continue England Rugby activation through "ups and downs"

O2 claims the world's largest projection in support of England Rugby

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