The stunt has been designed to highlight the telecoms brand’s partnership with England Rugby. From 8pm tonight (15 September), fans of the team will be able to have their tweets projected onto the venue by using the hashtag #WearTheRose.
The activation will continue for the next seven weeks of the Rugby World Cup, lighting up The O2 from sunset to midnight. Tweeters selected for broadcast will receive an exclusive image and Gif file of their message.
O2 promises that the venue will 'come alive' each time England plays, plus there are more surprises planned throughout September and October.
A total of 68 projectors and more than 144 moving head light fixtures are attached to the interior and exterior of The O2's masts to deliver the projection.
The brand experience was launched last night (14 September) with a performance from England Rugby official singer Laura Wright, who performed Jerusalem from the roof of The O2 accompanied by a 3D projection mapping light show delivered by Projection Artworks. The performance culminated with the singer being ‘engulfed’ in a giant red rose.
Nina Bibby, marketing and consumer director at O2, said: "This is the pinnacle of our 20-year partnership with the England Rugby and is the ultimate demonstration of O2’s support for the team. We’re calling on the entire country to show their support and now we are handing over the incredible opportunity for fans to tweet their messages on The O2 to make the team feel like giants and inspire them onto victory."
More from O2 and England Rugby:
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by .