The first event took place on Sunday (9 August) and saw England Elite players Danny Care, James Haskell and Alex Corbisiero reward fans with shirts in London’s Potters Fields. The prizes were hung up at three metres – the average height of a rugby line-up – to encourage teamwork and support amongst those looking to bag themselves a shirt.
In total, £3m worth of official England merchandise will be hung up in Bath, Manchester, Newcastle and Leicester.
The stunts have been organised by Hope & Glory and Ministry of Fun in association with O2 and England Rugby.
Outside of these areas, O2 customers have been given the chance to earn a shirt via the Priority app, and they can take to social media to show their support using the hashtag #WearTheRose.
In addition, 10,000 shirts will be available to Priority users throughout O2’s 50-city Wear the Rose tour. IBeacon technology will alert customers as to when and where the tour will arrive, and fans who open the app will be able to claim their shirt through Bluetooth magnetic technology.
Ronan Dunne, chief executive of O2, said: "We’re calling upon the country to get behind the England Rugby Team, and how better to do that than wear the symbol sewn onto the chest of every England shirt – the red rose.
"Whether it’s by working together to get a shirt fresh off the line or showing your support via social media, we’re challenging all of our customers to help make Stuart Lancaster’s England Team feel like giants."
The Rugby World Cup kicks off on 18 September. O2's support of the England team includes touch rugby games with Wilkinson, projection-mapped statue stunts and a Wear The Rose Live concert with Take That.
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