The events were screened live to 38 Cineworld & ODEON cinemas nationwide

O2 wanted to offer existing customers something exclusive and desirable which would reach them on a deeper and more emotional level in order to maintain levels of retention.

Digital Cinema Media (DCM) worked with O2 and agencies, VCCP and Archibald Ingall Stretton to bring this innovative idea to life

Live 3D screenings

Sophisticated polarised 3D cameras beamed the action directly to the cinemas giving rugby fans the closest experience to the action and atmosphere inside the Twickenham Stadium.

• England vs Wales - Saturday 6 February 2010
• England vs Ireland - Saturday 27 February 2010

Screenings took place in 38 Odeon and Cineworld cinemas across the UK

Pre-promotion activity

Pre-promotional activity drove people to www.3drugbylive.com where they could register for tickets via O2's Blueroom. (The O2 Blueroom offers O2 customer's first refusal to purchase tickets by sending a text message before the remainder go on sale to the general public 48 hours later)

Cinema activity included

• 40" Trailer in all 38 sites for 6 weeks, 15 January – 26 February
• Quad poster and leaflets in all 38 sites for 6 weeks
• Web and e-newsletter promotion through Cineworld & ODEON websites.
• Tickets for both events were released 1 week early for O2 customers

Campaign activity also included online and press activity and a 40 second TV ad, all of which drove awareness, excitement and anticipation for the event.

PR

http://www.guardian.co.uk/sport/blog/2010/feb/07/england-wales-3d-broadcast

Photographs from the first match

Cinemagoers are asked, what do you think of 3D Rugby?