Dove revs up #ScrumTogether campaign for Rugby World Cup 2015
Monday September 28, 2015 at 9:47am
Dove Men+Care is expanding its #ScrumTogether campaign with the launch of a Rugby World Cup 2015 ticket giveaway. As part of the campaign, the Twitter account for the male skincare brand, @DoveMen, will host a competition which challenges fans to ‘scrum together’ in order to unlock both ticket prize draws and exclusive content every Thursday across the tournament. Dove Men+Care is a partner of the English, Irish, Scottish and Welsh Rugby Unions and is also an official Tournament Supplier to the Rugby World Cup 2015. This partnership will see almost 10,000 of the brand’s anti-perspirants, shower gels and face products used at Rugby World Cup venues by over 600 players at the competition. To support recent activity including London buses wrapped in #ScrumTogether messaging, Dove Men+Care has also launched a partnership with the Daily Telegraph. The ‘#ScrumTogether Series’ will explore the support networks around major names, including Wales’ George North and England’s Courtney Lawes, through interviews with the players and those closest to them. Dove Men+Care will also air its rugby advert on ITV the day of the opening match next Friday. An adaptation of Rudyard Kipling’s poem ‘If’, the TV commercial features rugby stars Owen Farrell, George North, Luke Fitzgerald and Ross Ford. This will be supported by a second version of the short film which heroes the fans behind the players, which Dove Men+Care will preview exclusively to those entering the ticket competition on @DoveMen. Callum Galloway, brand manager of Dove Men+Care, says: “Dove Men+Care has demonstrated its commitment to rugby over many years and we’re really excited about launching our Rugby World Cup 2015 #ScrumTogether campaign with this match ticket giveaway. Rugby’s values align brilliantly with our brand’s and over the next six weeks or so, Dove Men+Care will look to enhance the fan’s experience of the tournament through our activity.” Dove launched the #ScrumTogether campaign in October 2014, a year ahead of the Rugby World Cup.