From approximately 8pm the likes of Gordon D’Arcy, Adam Jones and Jason Robinson took it in turns to kick a rugby ball through the London landmark, to officially light it up in each colour of the four competing pool groups.
They were accompanied by former England player Lawrence Dallaglio, who delivered The Webb Ellis Cup to the Southbank from 5pm.
Twenty capsules were also revealed to represent each of the competing nations yesterday, meanwhile the remaining 12 capsules showcase specially designed Coca-Cola rugby ball wraps which are visible during the day.
The London Eye will be lit up every night throughout the Rugby World Cup, and the flags and wrap will similarly remain until the tournament concludes on 31 October.
The interior of every capsule onboard the London Eye is also set to feature images sent in from fans via the #CelebratingRugby campaign.
Nikki Ratcliffe, general manager at Coca-Cola London Eye said: "We are delighted to be designing our capsules in honour of each of the countries who will be competing within the tournament and are excited to welcome guests, fans and Londoners alike to take in our breathtaking views across the capital city of the hosting nation of Rugby World Cup 2015."
Telecommunications company O2 has opted to light its The O2 venue up each night throughout the World Cup, in what is said to be the world's largest light projection in terms of output.