Heineken transforms London landmark into a virtual rugby stadium to celebrate World Cup

Heineken turned London landmark Somerset House into a rugby stadium using 270 degree projection at an event to celebrate its Rugby World Cup sponsorship.

The event hosted 900 guests at the London venue and featured a set from British band Everything Everything to kick off the partnership.

Rugby stars Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell joined for the projection experience, which was initiated by a coin toss from the winner of Heineken’s coin toss competition.

Heineken kicked off the campaign in June with a worldwide search for 48 fans to win the chance to open a match with an official coin toss. Winners will get the opportunity to attend matches in England and Fiji.

Heineken signed former England captain Will Carling to the campaign, as well as Matt Dawson, Scott Quinnell, Rocky Elsom and Shane Horgan, who will also take part in an online-only pundit panel throughout the tournament, called the Heineken Rugby Studio.

The TV ad also features rugby stars Jonah Lomu and John Smit. Heineken hopes its sponsorship will help revive flagging European sales.

Luke’s, M&C Saatchi Sport and Entertainment, Publicasity, RPM, Starcom Mediavest and Possible are the agencies involved for this project.

  Alcohol, Beverage, Entertainment, Heineken, John Smit, Jonah Lomu, Luke’s, M&C Saatchi, Marketing, Matt Dawson, Possible, Promotion, Publicasity, RPM, Rugby World Cup, Scott Quinnell, Somerset House, Sponsorship, Sports, Starcom MediaVest, Will Carling