As part of our overall Canon Rugby World Cup 2015 ‘Unique Perspectives’ activation plan, we were challenged to develop a social media strategy that would reach a more adventurous consumer.
Rather than adopting the traditional approach of investing in a well-known rugby personality, we assessed the ambassador opportunities and suggested Canon partnered with Bear Grylls, an adventurer with a unique perspective and a passion for rugby. Under the expert guidance of Dave Rogers, leading Canon and Getty Images rugby photographer, Bear explored his own RWC perspective from the past and present. This content then launched the #CanonRugbyWin promotion where fans were encouraged to capture and share their own unique rugby perspectives in a bid to win match tickets and a RWC 2015 team training photography experience.
STRATEGIC CAMPAIGN PLANNING
PARTNER RESEARCH & ANALYSIS
NEGOTIATION & MANGAEMENT
DIGITAL & SOCIAL AMPLIFICATION
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