Heineken Star Player

Objective

Heineken sought to deepen engagement with Champions League fans during live matches by creating an interactive experience that merged broadcast sports viewing with real-time competitive gaming. The campaign aimed to transform passive TV viewership into an active, social entertainment format that would keep fans engaged throughout UEFA matches.

Solution

Heineken and AKQA created Star Player, a dual-screen application that allowed viewers to play simultaneously while watching live UEFA Champions League matches on television. During key match moments such as corners, free kicks, and penalties, the app triggered 'Match Moments' where players selected from outcome options, earning points for correct predictions. The game was accessible across web browsers, iPhone, and iPod Touch, enabling broad audience participation. Players could compete with friends via Facebook and against other players worldwide in a global leaderboard called the 'Interactive Champions League.'

Results

Not published.