Telecom O2 will hang up 50,000 England Rugby shirts on "giant washing lines" around the U.K. this week, as part of its "Wear the Rose" campaign ahead of the Rugby World Cup, according to Shona Ghosh of MARKETING MAGAZINE. The operator has put up the washing lines around various British cities at three meters high -- the height of an "average rugby line-out." Fans who "demonstrate teamwork by forming a rugby line-up can win one of the shirts." The washing lines are up in Bath, Manchester, Leicester, and Newcastle. As part of its ongoing "Wear the Rose" tour around the U.K., O2 is also offering 10,000 England Rugby shirts via iBeacon (MARKETING MAGAZINE, 8/10).
GRYLLS IN CANON AD: Ghosh reported in a separate piece Rugby World Cup sponsor Canon "has paired up with adventurer Bear Grylls to talk about his love of rugby and the sport's best moments ahead of the tournament." The online ad shows Grylls touring one of the Rugby World Cup stadia with Getty Images' rugby photographer Dave Rogers. The film is part of a "wider Canon video series on action photography," with Grylls and Rogers "giving tips on capturing action shots as the tournament draws near" (MARKETING MAGAZINE, 8/10).
