Longtime England Rugby Sponsor O2 Launches 'Wear The Rose' Social Media Campaign

Telecom O2 has launched the most "significant" campaign of its 20-year England Rugby sponsorship, calling on fans to "Wear the Rose" to "show their loyalty ahead of the Six Nations," which kicked off Friday, according to Shona Ghosh of MARKETING MAGAZINE. The year-long campaign will give fans "the chance to tweet uplifting messages directly to the England Rugby team under the #WeartheRose tag, with O2 displaying tweets on digital billboards dotted throughout the country." O2 will also take the Oculus Rift headset "on tour to different cities and rugby clubs." The campaign centers on an "emotive" ad that "shows the importance of support in a sporting environment." It will air on video-on-demand channels from Wednesday, as well as O2 Sports' YouTube channel. It will be supported by outdoor, digital, radio, TV and print activity throughout the year, "building up to the Rugby World Cup in October" (MARKETING MAGAZINE, 2/6).