When such a high-profile global tournament comes around, it’s often the big brands that look to piggy-back on its popularity in order to further their own brand awareness. And as the Rugby World Cup came around, this occasion was no different.
What is interesting about brand involvement in big occasions like the 2015 Rugby World Cup is that they can afford to be a little more aware of their own audience than the official tournament iself.
If you didn’t follow the tournament, don’t worry, we’ll let your favourite brands tell you the story.
Major partner Heineken were able to kick-off the tournament with a bang after securing the rights to the kick-off well before the tournament started!
It’s official! #ENG play in red. Here's Coin Toss winner @Chris__Ralph opening the tournament. #ItsYourCall #RWC2015 pic.twitter.com/AG56kEBkCH
— Heineken (@Heineken) September 18, 2015
Meanwhile, no brand rights, no problems for Burger King who launched the first scrum.
Ready. Steady. GO! #RugbyWorldCup pic.twitter.com/4lh3IZqVjU
— Burger King (@BurgerKingUK) September 19, 2015
Brands weren’t scared to recognise history either after the Japanese upset South Africa with Guinness paying tribute to this historic performance.
https://twitter.com/GuinnessIreland/status/645367322664902656
And the rugby fans in New Zealand had a laugh with Yahoo throwing this gem out.
https://twitter.com/YahooNZ/status/645426055944126464
Tesco were quick to jump on the fact that Australia had a chance to knock England out of the tournament. And they were surprisingly bi-partisan considering England was the host nation.
The catch of the day. #RWC2015 pic.twitter.com/shgYHcxje3
— Tesco (@Tesco) October 3, 2015
However the laughs didn’t last too long after England’s loss against Australia meant a very early elimination from the tournament.
Headache? Check.
England still out? Check.
Anyone need a hug right now? Check.#RWC2015 pic.twitter.com/L08Jtn72OY— ITV (@ITV) October 4, 2015
Sainsbury’s weren’t far from the action either with this clever ad, promoting their food and the rugby at the same time.
Australian burgers with avo or an Argentinian asado? Oooh, that's an impossible decision. #RWC2015 pic.twitter.com/PLyynLFpvZ
— Sainsbury's (@sainsburys) October 25, 2015
One of the biggest brands in the world were always going to come swoop in with their clever ads as Adidas paid tribute to the All Blacks for winning third Rugby World Cup.
Back to back. The greatest team ever. pic.twitter.com/kaehMU9hXH
— adidas (@adidas) October 31, 2015
In the same way, Beats by Dre congratulated its ambassador, All Black captain Richie McCaw. King Richie please.
https://twitter.com/beatsbydre/status/660514419835703296
With the Rugby World Cup finished, it’ll be fascinating to see the content and the innovations on social media from brands for the next edition of the tournament in Japan in 2019. Until then.
To all you #RWC2015 fans, THANK YOU! pic.twitter.com/N0hidMBj6W
— Rugby World Cup (@rugbyworldcup) October 31, 2015
