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O2 Wins Rugby World Cup Social Battle, Despite England's Early Exit

O2’s #weartherose and #makethemgiants activity aimed to generate 5m "acts of support," which included social media shares as well as offline interactions. The company can take some comfort that by the time England crashed out, the campaign had achieved this. Furthermore, while some O2 customers from the home nations other than England complained of bias, Human Digital’s research shows that the majority of consumers felt positive sentiment toward the sponsorship.

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