Canon embarked on their first sponsorship of Rugby World Cup in September 2015. Inspired by Canon’s brand campaign, ‘Unique Perspectives’, Canon developed an integrated digital campaign that captured and shared exclusive and unique rugby content and experiences to connect with fans. Prior to the tournament, this included celebrity content with Bear Grylls and a user-generated social promotion #CanonRugbyWin. The campaign culminated tournament time, with the Canon Fanpic capturing 360 images from all 48 matches and Fan Photo Experience capturing rugby playing images of fans from unique perspectives, with both being shareable via social channels and showcasing Canon’s latest imaging technology. 
