Heineken | Rugby World Cup Studio

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I helped create and lead a Rugby Studio Show for Heineken which drove a 19% sales uplift during the World Cup

The Rugby World Cup was returning to it's birthplace, England, and Heineken wanted to be the #1 recall sponsor.

With a team of Rugby Legends at our disposal we set about creating the Heineken Rugby Studio - a social media content machine that would endear rugby fans to the brand during the competition.

Each week, from our custom-built Heineken Rugby Studio, our Legends gave their personal take on the action, tackled our weekly challenges, wind ups and surprises in snackable content designed to win the hearts of even the most casual fans.

Pre-match our Legends took fans on all-access behind the scenes tours of Twickenham Stadium. Each week featured new locations and different Legends. All content was filmed, edited and pushed live within the hour to ensure it reached the fan's feeds before kick off.

From our bespoke online hub, fans at home could follow all of the Studio action in one place, while on social channels we brought content straight to their feed as it happened.

Our content was designed to entertain more than just rugby fanatics. Unfortunately for our guest Legends, this meant they had to endure windups that would attract a wider audience. They were all good sports about it of course...

From Chris Evans to Rio Ferdinand, we hosted a series of famous faces who shared our content to an even wider audience.

Celebrity guests took part in an interview with our host, former England Captain Will Carling, before taking questions from the Studio audience. Content was filmed in the build up to kick off, edited and pushed live during half time; when we knew our audience would be online.

At kick off, fans watched alongside our Legends with an equally legendary second screen experience. Here they found play by play commentary, reactions and had the opportunity to speak directly with the idols during live Twitter Q&As.

On Twitter, the moment the game finished, our Legends shared their final thoughts on the game. Rounding up all the action in the time it took to pour the perfect pint of Heineken.

Meanwhile on Facebook we shared an extended highlights film of all the Studio action. This was edited on site during the match, and was ready to share after the full time whistle blew.