Overview:

The England RFU and sponsor CCC have successfully activated with the Footy Lid™ (Skull Cap™ in the UK) during the 2013 London Sevens Weekend. 15,000 units were distributed over the two-day event.

What we did:

We collaborated with the RFU and CCC to design branded Footy Lids for the event. We produced and managed the distribution of 15,000 Footy Lids in-stadium. We also incorporated QR tags, which drove fans to the CCC online merchandise store and social media pages.

Result:

A successful in-stadium activation which engaged fans in stadium and was highly visible on television worldwide. The sponsor CCC was impressed with the hype and excitement created in-stadium, cut-through achieved on television and the call to action generated through the QR tag. There was significant positive commentary about the product and activation on CCC’s Twitter and Facebook pages and , of course, the fans on the day couldn’t wait to get their hands on their own Footy Lid™