Heineken has announced details of its Rugby World Cup 2015 activity with a multi-channel campaign that is designed to bring fans in Australia closer to the action.

As a worldwide partner for Rugby World Cup 2015, Heineken’s campaign will encourage fans to embrace the spirit of the tournament through experiential and digital activity that will be rolled out in the coming weeks.

To ensure Rugby World Cup fans in Australia can have the best possible experience, Heineken has partnered with key venues around the country to create the Heineken RWC Clubhouses. At each of the Clubhouses, fans are guaranteed to see every match live on big screens in a unique stadium atmosphere while having the opportunity to participate in Heineken promotions which will include a chance to win tickets to the Rugby World Cup 2015 Final at Twickenham in England – the ultimate prize for rugby fans.  Over 5,000 consumer activations will take place around Australia across both on-premise and off-premise locations.

Heineken has also launched limited edition packaging and bottles to celebrate the Rugby World Cup. For the first time, this includes a limited edition 1st XV Can pack that is aimed at amplifying the experience of those watching games in the comfort of their own home.

Heineken will also be producing an exclusive series of digital content, giving fans the chance to be part of the ultimate second screen experience.

The Heineken Rugby Studio, hosted by former England captain Will Carling, is a preview and review show that will broadcast across social media. The show will offer a unique and truly international perspective on the tournament through the eyes of an elite panel of Heineken Rugby Legends which includes ex-All Black superstar Jonah Lomu and former Australia captain Rocky Elsom along with other decorated special guests from Australia, England, Ireland and South Africa’s rugby alumni.

Guests will drop into the studio throughout the tournament to 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.

Alessandro Manunta, Heineken marketing manager said: “The Rugby World Cup is always one of the biggest events globally and this year’s tournament will be no exception. Here in Australia, we’ll be celebrating the occasion by providing fans with the ultimate experience that brings another level of enjoyment to the game and unprecedented access to rugby’s biggest stars. Through our activations and the development of engaging digital content, fans will be able to get closer to the action and their heroes than they have ever been before.”