The event kicked off the brand's campaign dedicated to bringing fans across the world closer to Rugby World Cup 2015 action.
Heineken Rugby Legends Jonah Lomu, Will Carling, John Smit, Matt Dawson and Scott Quinnell joined around 900 guests at the event where they enjoyed a unique projection experience, a rugby stadium in the heart of central London. The projection was initiated by a coin toss from the winner of a Heineken social competition who will also attend the inaugural coin toss that will open Rugby World Cup 2015 between England and Fiji.
As a worldwide partner of Rugby World Cup 2015, Heineken is searching for 48 fans from across the globe to win a once in a lifetime opportunity to attend the official coin toss at the opening of every game. As well as this ultimate prize Heineken will be producing social content offering an alternative perspective on Rugby World Cup 2015 from the Heineken Rugby Legends using #ItsYourCall.
"I enjoyed some of my happiest rugby moments in packed stadiums with the crowd roaring in my ears; so this event brought back some amazing memories. The guys at Heineken have done an amazing job recreating the noise, passion and excitement of a Rugby World Cup game day," Jonah Lomu commented.
To further bring the game day atmosphere to life those in attendance were treated to a 60 minute set from one of the UK's hottest bands, Everything Everything. "We've played at some of the biggest festivals this year including Glastonbury & T in the Park, but this was our first official stadium gig! The crowd were awesome, they really embraced the stadium atmosphere," singer Jonathan Higgs said.
During the tournament, Heineken will bring fans around the world closer to the action through the Heineken Rugby Studio; a digital preview/review show that will take place across social media. Hosted by Will Carling, the content will feature Heineken's Legends line up, as well as a number of special guests, who will offer opinion and an irreverent look at the major talking points of Rugby World Cup 2015, with fans able to be a part of the action via #ItsYourCall.
