Building on Heineken’s brand line: “Open Your World”, we made it our goal to open up Rugby World Cup 2015 to fans across the globe. Creating a campaign designed to bring both casual fans and die-hard fanatics closer to the action whether they’re watching at home or pitch-side at Twickenham Stadium.

Armed with a legendary line-up of global rugby players including Will Carling, Jonah Lomu and Matt Dawson, we shared the anticipation and surprises in the build up to kick-off and gave fans the chance to win VIP match-day and Coin Toss experiences.

Each week during the tournament we created, produced and posted content in real-time on Twitter from the purpose-built Heineken Rugby Studio at Twickenham, where Rugby Legends and celebrity guests took part in challenges, took fans behind the scenes, shared the game with live Twitter Q&As and reacted to the drama with real-time Twitter commentary.

Heineken’s “Find the Coin” competition offered fans a chance to participate in the pre-match coin toss. It launched on Twitter with the Legends challenging fans to find UK coins from iconic years of their World Cup careers, and helped Heineken generate even more social buzz heading into the tournament.

To engage fans live on match day Heineken unveiled its big idea, The Heineken Rugby Studio based at Twickenham stadium. Here we filmed live content that brought fans closer to the game with an entertaining second-screen experience on Twitter. Each week, we were joined by a line up of rugby supporting celebrities who helped bring our content to an even wider audience.

Throughout match day, fans got to experience the game alongside our Legends who shared their reactions and commentary in short snackable videos, as well as answering fan questions through a live Q&A.

Find The Coin reached 1.7m fans on Twitter and brought thousands of rugby fans closer to Heineken before the tournament, generating 203,000 unique social interactions. (1/2)

Our captivating second-screen experience elevated Heineken above the crowd of sponsors – resulting in 85 million paid and earned impressions across Twitter, Facebook, YouTube and Display. (3)

Heineken enhanced the tournament experience and connected with fans emotionally. They spent a total of 1.9 million minutes watching Heineken videos across Twitter, Facebook and YouTube – and generated 247,440 unique visits to Heineken’s Rugby Hub over the campaign. (4/5)

In the build up and throughout the tournament fans talked positively about Heineken and its Rugby World Cup experience – generating more brand mentions on Twitter than any other sponsor. (6)

Heineken’s success translated to a 19% year-on-year uplift in weekly sales volume, and most importantly, Heineken was voted the no.1 recall sponsor - achieving its tournament ambition. (7/8)