Star Player
- Brand
- Heineken
- Year
- 2011
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- App
- Agency
- AKQA
Objective
Heineken had sponsored the UEFA Champions League for six years running, but most of its audience was watching the big matches at home rather than in a pub — missing exactly the communal, branded atmosphere the sponsorship was meant to buy. Star Player was built to recreate that shared-viewing energy on a second screen, giving fans a reason to compete with each other for all 90 minutes and linking the TV sponsorship to mobile and social media.
Solution
A fan opens the app on iPhone, Facebook, or a browser, picks the Champions League match currently airing, and plays alongside the live broadcast. As the action on screen builds toward something decisive, a "Match Moment" prompt pops up with the possible outcomes — goal, save, wide, cleared by a defender — and the faster the player taps the right call before it actually happens, the more points they bank; a separate prompt asks them to bet on whether a goal will land in the next 30 seconds. In the quieter stretches, trivia questions keep the scoring going. Points unlock badges across ten achievement levels and feed national and global leaderboards, so players can team up with friends or go head-to-head against strangers around the world, then post their scores and trash talk straight to Facebook.
- 1
The player accesses Star Player as a free iPhone/iPod touch app, on Heineken's Facebook page, or in a browser — the same game functions as a second screen alongside a televised match. Entry requires confirming an 18+ age gate and connecting a Facebook account to see friends and share results.
- 2
The player picks the Champions League fixture they are watching on TV from a list of the day's matches, though the match only activates 10 minutes before kickoff. Before it starts, the player chooses to compete solo against a global pool of fans or to form a team with friends and play in a private league against other teams.
- 3
Once the match begins, an in-app clock runs in sync with the live broadcast, keeping the game paced to real match time.
- 4
The core loop centers on "Match Moments": whenever the match awards a corner, free kick, or penalty, the app instantly presents outcome options — goal, save, miss, or clearance — and the player must pick one before the set piece is played out.
- 5
During open play, the player can also place a standing bet at any time that a goal will be scored within the next 30 seconds, watching an on-screen countdown alongside the live action.
- 6
Correct predictions earn points, with faster responses worth more than slower ones.
- 7
When play on the pitch slows down, the app fills the lull with football trivia questions, awarding bonus points for correct answers.
- 8
Across a match, the player unlocks achievement badges, working toward ten total levels visible on their profile.
- 9
Scores update in real time on a friends leaderboard, a national leaderboard, and a global "Interactive Champions League" table, with top performers winning Champions League match tickets and branded merchandise.
- 10
During and after the match, the player shares their score and taunts with friends via Facebook, and can play the same match together with others in a bar or on the move.
