Heineken Launches Football Game
As part of its UEFA Champions League sponsorship, Heineken has launched ‘StarPlayer’ – a dual-screen football game that fans can play while watch the football on television.
The free game by AKQA, allows fans watching football on TV to anticipate the scores and events as they happen on the pitch.
Events such as free kicks, corners and goals can be predicted, and users are also asked a series of trivia questions throughout the game to win points.
The interactive game can be played in real-time via iPhone, Facebook and iPod touch – Heineken also plans to make it available across multiple platforms, including Android and tablet devices.
According to Heineken, 75% of TV viewers are ‘dual-screening’ and 72% watch the Champions League at home alone.
Heineken has sponsored the UEFA Champions League since 2005, and the game will run until the end of its sponsorship, which is contracted until the 2012 season.
According to James Hilton, co-founder of AKQA, Heineken is the first brand to leverage dual screening in this way, and the app is the most complex the agency has ever created.
