O2 unveils 50,000 shirt giveaway campaign
Ahead of the Rugby World Cup, kicking off in just over one month’s time, England Rugby partner O2 is challenging fans across the country to earn one of 50,000 official shirts.
As part of the campaign, O2 will reward fans with over £3m worth of England rugby shirts in exchange for getting behind the team. England stars Danny Care, James Haskell and Alex Corbisiero rewarded the first lucky fans on Sunday by erecting a giant washing line in London’s Potters Field.
Hung at the average rugby line-out height of three metres, the shirts on the line could only be reached by those willing to support each other and work as a team. Rugby towns and cities across England will also see giant washing lines stocked with shirts appearing throughout this week, arriving at: Kingston Parade, Bath; Piccadilly Gardens, Manchester; Northumberland Street South, Newcastle; and Humberstone Gate West, Leicester.
Meanwhile, England fans outside these areas can still take up O2’s challenge via the Priority app. O2 customers will have the opportunity to earn a shirt by accepting the Priority offer. The offer enters customers into a prize draw and winners will then have to take to social media to upload a message of support for the team by using #WearTheRose on Twitter to receive their shirt.
The shirt giveaway is part of the wider Wear the Rose campaign, launched in February , which will also see the Wear the Rose tour visit 50 cities throughout August and September. 10,000 shirts will be up for grabs using iBeacon technology via Priority. Customers will be alerted via SMS when and where the Tour will arrive, with fans then able to open the app at each location to claim their shirt.
As part of the tour, O2 will also showcase its virtual reality sports experience using Oculus Rift technology, allowing fans to experience what it’s like to Wear the Rose themselves by training with England’s elite player squad without setting foot on the grass.
Ronan Dunne, CEO of O2, commented: “We’re calling upon the country to get behind the England rugby team, and how better to do that than wear the symbol sewn onto the chest of every England shirt – the red rose. Whether it’s by working together to get a shirt fresh off the line or showing your support via
social media, we’re challenging all of our customers to help make Stuart Lancaster’s England team feel like giants.”
Stuart Lancaster, England head coach said: “The power of support can be the difference between victory and defeat. We thrive on support; it can provide that extra 10% which in a game of small margins can be so important.
It’s fantastic O2 are behind the team and are enabling thousands of England fans to wear the shirt and show their support for the team.
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