You don’t need to know the rules to enjoy the Rugby World Cup with Heineken. To land the global Heineken Rugby World Cup campaign in SA, we created a movement called #TeamHeineken to illustrate that the Rugby World Cup can be more than just a series of matches, where anyone can make the tournament a social occasion.
To truly demonstrate this positioning we set out to deliver the country’s hottest live match viewing experiences in spectacular fashion.
Heineken brought fans epic ‘stadium’ experiences in South Africa, starting with the Springboks’ opening match (vs. New Zealand), and then the epic final against England, that saw Siya Kolisi lift the trophy.
The viewing events catered for thousands of South Africans who were treated to Japanese cuisine, Heineken’s premium beer and some of South Africa’s biggest musical acts. At the final viewing, Heineken took it up a notch and enlisted the help of a couple Bok legends, to give fans fun experiences through interactive games and photo opportunities.
+1.2K attendees across the two activations
12 Targeted media outlets reported on the viewings
42 Influencers shared their live experiences
