Heineken campaign begins: Rugby legends attended the launch at Somerset House - Instant Marquees supplies production tents.
This saw images from a rugby stadium projected on to the walls of the building. The projection was initiated by a coin toss from the winner of a Heineken competition on social media, who will also attend the coin toss at the opening Rugby World Cup match between England and Fiji.
The event last night featured appearances by rugby legends Jonah Lomu (pictured above, centre), Will Carling, John Smit, Matt Dawson and Scott Quinnell among the crowd of around 900 people. There was also a performance by British band Everything Everything.
The launch is part of Heineken’s Rugby World Cup campaign devised by PR agency M&C Saatchi Sport & Entertainment plus creative and digital firms St. Lukes, RPM, Possible and Publicasity.
The first stage in July saw competitions giving 48 rugby fans the chance to attend the official coin toss at the start of every match.
Heineken is also launching the Heineken Rugby Studio, which will feature comment from the rugby legends who will discuss the major talking points during the tournament and encourage fans to interact using the hashtag #ItsYourCall.
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."