The world
With the aim of engaging and exciting Ruby fans, the O2 Arena became a blooming beacon of light as projectors illuminated the 130m-wide dome in honour of O2's partnership with the England team during the Rugby World Cup.
The projection shone for nine weeks after live night, as the show transitioned into the largest moderated Twitter wall ever created. The roof was left in the hands of England Rugby fans to tweet their support using #WearTheRose – thousands of Tweets were then projected on to the top of the roof.
The shift
14,182 Tweets projected on to the roof and 3.5M organic impressions generated.
