Heineken transforms Somerset House ahead of World Cup

Heineken launched its Rugby World Cup 2015 campaign iby transforming iconic London landmark Somerset House into a rugby stadium with a 2700 projection, a roaring crowd of guests and a live set from British band, Everything Everything. The event kicked off the brand’s campaign dedicated to bringing fans across the world closer to Rugby World Cup 2015 action.

Heineken Rugby Legends Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell joined around 900 guests at the event where they enjoyed a unique projection experience, a rugby stadium in the heart of central London. The projection was initiated by a coin toss from the winner of a Heineken social competition who will also attend the inaugural coin toss that will open Rugby World Cup 2015 between England and Fiji.

As a Worldwide partner of Rugby World Cup 2015, Heineken is searching for 48 fans from across the globe to win a once in a lifetime opportunity to attend the official coin toss at the opening of every game. As well as this ultimate prize Heineken will be producing social content offering an alternative perspective on Rugby World Cup 2015

Jonah Lomu, commented “I enjoyed some of my happiest rugby moments in packed stadiums with the crowd roaring in my ears so this event brought back some amazing memories. The guys at Heineken have done an amazing job recreating the noise, passion and excitement of a Rugby World Cup game day.”

To further bring the game day atmosphere to life those in attendance were treated to a 60 minute set from Everything Everything.

David Lette, Heineken brand director said: “We’re so excited that Rugby World Cup 2015 is only a matter of weeks away now so we wanted to launch our campaign in style by giving everybody a taste of what’s to come in September!”