Heineken brought to life the Rugby World Cup 2019 in South Africa by launching the #TeamHeineken Experience, an interactive experience designed to excite both rugby and non-rugby fans demonstrating that everyone can enjoy the spirit of the tournament, driving Heineken’s mantra “You don’t need to know the rules to enjoy the Rugby World Cup 2019.”
The #TeamHeineken Experience blended Heineken’s premium beer with innovative technology, including a virtual reality kicking game. The immersive experience included opportunities to win Heineken and Rugby World Cup 2019 merchandise and receive a limited-edition personalized Heineken Rugby World Cup 2019 bottle.
Duma Collective was brought on to the brand and event experience with Social Media & Influencer services. Influencers and a Social Media Army were brought in to create conversation and awareness leading up to and during the events.