During this year’s Rugby World Cup, Heineken will be encouraging fans to embrace the spirit of the tournament through a multi-channel campaign that will include experiential and digital activity across Australia.

As a worldwide partner for Rugby World Cup 2015, Heineken is hoping that the campaign will bring fans in Australia closer to the action.

The campaign will see Heineken partner with key venues nationwide to create a number of specialised ‘Heineken RWS Clubhouses’, where fans can catch the matches live on big screens and enjoy the atmosphere of the stadium locally.

The beer brand is also hosting a number of promotions as part of its partnership, that will give Australian consumers the opportunity to win tickets to the Rugby World Cup 2015 Final at Twickenham in England. In total, over 5,000 consumer activations will take place around Australia as part of Heineken’s campaign for the season, in both on-premise and off-premise locations.

Heineken has also launched limited edition packaging and bottles to celebrate the Rugby World Cup with. For the first time, the new packaging includes the limited edition 1^st XV Can pack.

“The Rugby World Cup is always one of the biggest events globally and this year’s tournament will be no exception”, Alessandro Manunta, Heineken Marketing Manager said. “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.”