The match tickets involve four different designs featuring previous winners of the Webb Ellis Cup. The final, to be played at Twickenham on 31 October, has special golden tickets depicting Jonny Wilkinson’s winning drop goal in 2003.

Tournament organiser England Rugby 2015 has teamed up with Blippar to add augmented reality content for ticketholders, in what was described as “a first for a major sporting event”.

By scanning their match ticket with the Blippar app, fans gain access to exclusive content including match previews featuring members of England’s World Cup winning squad from 2003, stadium information based on the location for the relevant match, the view from the specific seating area, and navigational tools. It also includes a fun selfie feature.

Twitter user Andy Bowditch (@DevonAndy) tweeted: “Just used Blippar on my #RWC tickets… Pretty cool! The wonders of technology amaze me constantly!”

The tournament involves 48 matches across 13 different venues. More than 2.25 million of the 2.3 million tickets available have been sold.

England play Fiji in the opening match at Twickenham tonight (18 September).

England Rugby 2015 managing director Stephen Brown said: “We are delighted to introduce a Rugby World Cup first, using augmented reality technology as part of the ticket design to enable fans to engage with the tournament through interactive content, which is a really exciting piece of activation.”

The identity of the ticket printer has not been disclosed. The ticket packs also included an official spectators’ guide.

The six-week long event will involve a large amount of printed collateral, including programmes, stadium graphics, fan zones, and branded promotions.

Trinity Mirror’s Sport Media contract publishing division won the contract to produce the official pre-tournament magazine and match-day programmes.

Do you have tickets for the Rugby World Cup? What do you think of the interactive content experience? Comment below or email printweek.newsdesk@markallengroup.com.