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3D Rugby Wins MAA Best Award 2011

Cinemas around the country screened England’s home RBS Six Nations games live in 3D

The O2 3D Rugby broadcast produced by Inition has won the Marketing Agencies Association award for Best Communication Campaign Featuring Experiential. Inition worked with O2, Archibald Ingall Stretton and SIS Live to shoot the matches for the UK ­wide 3D cinema broadcast of England’s home games.

PR coverage from the 3D broadcast and broader campaign created more than £2.4m of equivalent media spend across the world. And the campaign paid back immediately with £250,000 worth of tickets sold to O2 customers. Over 20,000 O2 customers shared the experience and it was a great fit for O2’s brand.

Inition Produced Live Six Nations Rugby Broadcast in 3D

Cinemas around the country screened England’s home RBS Six Nations games live in 3D. Archibald Ingall Stretton commissioned 3D specialists Inition to produce the matches which became the largest ever UK sports events to be broadcast live in 3D.


Forty Odeon and Cineworld cinemas screened the matches, beginning with England’s official centenary game, against Wales on February 6, as part of a deal with O2, the England sponsor. The match against Ireland on February 27 also was screened live in 3D.

Using the latest 3D camera technology, the matches were captured from seven camera positions to provide a comprehensive view of the game and included replays, match statistics and on-screen graphics. Inition was working with outside broadcast experts SIS Live and used 3D 'Quasar' rigs from Element Technica for the shoot. Broadcast graphics specialists Wurmsers created bespoke stereoscopic graphics for the game. The BBC – the UK TV rights holder for the 6 Nations matches played between England, Scotland, Wales, Ireland, France and Italy – assisted O2 in the broadcast.


Inition has worked on a number of 3D productions from football and ice hockey to track and music events. Inition were also the 3D experts behind the 3D transmissions of England’s clash with Scotland at Murrayfield, in 2008, as part of a 3D test for the BBC.