In pictures: Maxinutrition hosts inaugural Rugby Cup event


Sports nutrition brand Maxinutrition worked with Circle Agency to host its first Rugby Cup event at Twickenham Stadium yesterday (29 March).

A semi-final round saw 22 contact, touch and women’s rugby teams compete at the Harlequins’ home ground, The Stoop. The winners then battled it out for the trophy at England Rugby ground, Twickenham.

Maxinutrition activated at the event off-pitch with a ‘digital protein mirror’. After entering their height, weight, gender, age and player position into the Circle-devised installation, users were digitally scanned and presented with a bespoke Player Statistic Card, which could be shared instantly via email and social channels.

The infographic, which used a statistical code created by Maxinutrition’s nutritionists, included recommended daily calorie intake and daily and post-match protein requirements.

Brand ambassadors were on-hand to provide information, product samples and advice on nutrition and protein.

The protein mirror was deemed "hugely successful" by the brand and is being re-programmed for triathletes. It will feature at both the Blenheim and London triathlons, where Maxinutrition is involved in existing partnerships.

Mark Morgan, Maxinutrition’s senior sponsorship and PR manager, said: "2015 is the year of rugby in the UK and in made sense to capitalise on this and introduce a rugby-focused campaign. The introduction of the digital mirror allowed us to create that light-bulb moment, where people walk away understanding the role that protein, and Maxinutrition products in particular, can play in their daily life.

"By creating our own event, we were able to do this at what we refer to as the ‘point of sweat’. The fact that we’ve been able to do this at The Stoop and Twickenham – thanks to our ongoing partnership with the RFU and Harlequins – means we’ve been able to give our customers a truly once-in-a-lifetime experience."

Neil Hooper, creative director at Circle, added: "This technology has allowed us to educate consumers in a more interactive and entertaining way. It visually brings the information to life, which is highly memorable and shareable. 

"It’s completely adaptable too and we see it becoming a focal point for future Maxinutrition’s experiential campaigns."

More rugby news: Blog - The World Cup 'Experience'

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