The year-long campaign will give fans the chance to tweet uplifting messages directly to the England Rugby team under the #WeartheRose tag, with O2 displaying tweets on digital billboards dotted throughout the country, including Waterloo Station and Twickenham.
O2 will also take the Oculus Rift on tour to different cities and rugby clubs, offering fans a virtual reality sporting experience. It will give fans an insight into training with England’s elite player squad, and will be available in a dedicated O2 room during Six Nations match days at Twickenham.
The campaign centres on an "emotive" ad that shows the importance of support in a sporting environment. It will air on video-on-demand channels from 11 February, as well as O2 Sports’ YouTube channel.
It will be supported by outdoor, digital, radio, TV and print activity throughout the year, building up to the Rugby World Cup in October.
Gareth Griffiths, head of sports at O2, said: "We’re launching ‘Wear the Rose’ at the start of an amazing year for O2 and England Rugby. We are calling upon the country to stand beside us, and get behind the England Rugby Team.
"To do that we need a symbol that represents the very heart of England, a symbol sewn onto the chest of every England Rugby shirt – the red rose."
England coach Stuart Lancaster said fan support could be the difference between winning or losing. He said: "The support we get is fantastic and I’m sure that in this special year for rugby our fans can be that difference."
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