Magazine article Marketing

O2 to Offer 6 Nations Rugby Screenings in 3D

Magazine article Marketing

O2 to Offer 6 Nations Rugby Screenings in 3D

Article excerpt

O2 has become the first brand to associate itself with the 3D movie trend by offering rugby fans the chance to watch England's 6 Nations games in cinemas across the country.

The mobile operator will next month offer its customers first refusal to buy tickets to view England's matches in 3D, as part of its Priority customer-retention scheme.

Non-O2 customers will then be able to purchase tickets to the broadcasts, which are being produced by 3D specialist Inition to celebrate 100 years of rugby at Twickenham.

O2's Priority scheme already runs 'Blue Rooms' at international rugby matches, which provide music and entertainment to its customers before and after matches.

The mobile network also offers its customers priority access to concerts at O2 Academy music venues and The O2 arena in London, as well as the opportunity to win tickets to Arsenal football matches.

However, its sponsorship of the screenings of England's home matches against Wales on 6 February and Ireland on 27 February will be the first time a major sporting event has been shown live in 3D.

The screenings, devised by Archibald Ingall Stretton, are an extension of O2's pounds 16m, four-year sponsorship of the England rugby union team.

The tie-up also marks a challenge to fellow mobile operator Orange's association with cinema, which is built on its Orange Wednesdays two-for-one tickets deal.

The 3D screenings will be promoted by an integrated campaign created by VCCP, spanning TV (with an ad featuring England rugby players), cinema, online and press. …

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