Heineken launches new film and campaign for rugby fans

18 March 2016

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Rothco opens the digital doors of the Heineken Rugby Club.

Heineken and Rothco give rugby fans a new way to enjoy the game by opening up their bespoke online Rugby Club.

In a brand new campaign aimed at extending the reach of their official rugby sponsorship, Heineken and creative agency, Rothco, are opening a bespoke online platform for fans.

Heinekenrugbyclub.com aims to enable and inspire rugby supporters to share the social opportunities of rugby.

A tongue-in-cheek online video highlights the benefits of opposing fans working together; getting themselves out of a tricky situation once the pub runs dry during a national game.

The website helps facilitate the best match day experience for fans providing a profile of the first XV fans, an in-depth profile of cities hosting upcoming game and the profiles of rugby supporter’s pubs in each location.

Heineken Ireland sponsorshop marketing manager, Karl Donnelly, says the campaign stands to celebrate rugby fans in a way that they haven’t explored before.

“Heineken Rugby Club will look to bring fans together by shining a light on what makes rugby supporters great by giving them a fresh, new way to enjoy the game they love on and off the pitch.”

Rothco account director, James Moore, says the aim is for the website to become a supporter-driven community.

“Sociability is at the core of the Heineken brand and this idea. This is about the fans, not the analysts or rugby experts.”

The first part of the campaign launches in Ireland, but the Rugby Club intends to be rolled out across other rugby nations in stages across 2016.

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