Another proud sponsor of the 2011 RWC, Heineken have recently unveiled their campaign in accordance with the RWC. Six high-profile former international rugby players have been handed the duty of brand ambassadors to support the campaign 'This is the Game'. This revolves around the 'unwritten code of values' implicit in Rugby, both on and off the field. As well as this, the ambassadors will film 8 short videocasts for the company throughout the duration, with match predictions, career experience and much more.
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| Four of the six ex-rugby players named as ambassadors. |
Through this campaign, Heineken will be using their YouTube channel and Facebook page for the videos, while also being released through other social and digital media during the tournament. The use of social media will attract the younger audience to help promote the game and possibly encourage people to take up the sport. Heineken will use the resources of digital media available to reach out to rugby supporters all around the world.
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