Rugby is a complicated game with many rules and terms that mean ordinary British people find it a difficult sport to get into. Samsung sponsor the England team, and make a range of products to support the supporters, so we took it upon ourselves to teach people about the game in an entertaining, populist way. The Samsung School of rugby used entertainment to educate fans across a multitude of channels, bringing to life an otherwise inaccessible sport and showing off product features of the Samsung Galaxy S6 in the process.

Samsung School of Rugby was teased through social before the start of the tournament and ran on TV (30’s + 60’s) and online throughout the RWC with “lessons” appearing on TV before, during and after televised games helping to explain the intricacies of rugby at the most relevant times. Bespoke mobile content featuring current players added to the in-game experience of fans through second screening.

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