O2 Text and web

Background

O2 have long been a sponsor of the England Rugby team. So, what better use of this relationship then to champion a new sport, SIM rugby. Check out the microsite for more details, www.simrugby.co.uk.

The tongue-in-cheek viral features England sqaud members such as, Mike Tindall, Riki Flutey and Captain Steve Borthwick all getting to grips with this new sport, SIM rugby. The viral was created to help launch O2's latest Pay & Go free SIM offer, Text and Web.

The microsite contains more content with humourous out takes, behind the scenes footage and competitions. The activity is being supported by the RFU and Maximum Rugby as well as other online rugby communities.