Heineken Promo, Case study HEINEKEN STARPLAYER by Akqa London

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HEINEKEN STARPLAYER

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United Kingdom
Agency Akqa London
Associate Creative Director Miles Unwin
Executive Creative Director Nick Bailey
Released April 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: HEINEKEN
Product/Service: STARPLAYER
Agency: AKQA
Date of First Appearance: Apr 27 2011
Entrant Company: AKQA, London, UNITED KINGDOM
Entry URL: http://www.facebook.com/heineken
Chief Creative Officer: James Hilton (AKQA)
Executive Creative Director: Nick Bailey (AKQA)
Executive Creative Development Director: Andy Hood (AKQA)
Head of Technical Architecture: Neville Kuyt (AKQA)
Project Director: Hanna Gray (AKQA)
Associate Creative Director: Miles Unwin (AKQA)
Associate Creative Development Director: Paddy Keane (AKQA)
Group Account Director: James Scott (AKQA)
User Experience Architect: Joanne Alden (AKQA)
Senior Designer: Jamen Percy (AKQA)
Senior Copywriter: Tessa Hewson (AKQA)
Creative Developer: Wanja Stier (AKQA)
Project Manager: Carolyn Mangan (AKQA)
Account Director: Remi Abayomi (AKQA)
Technical Delivery Manager: Gareth Scrivens (AKQA)
Technical Delivery Manager: Andrew Smith (AKQA)
Technical Architect: Christopher Marsh (AKQA)
Senior Software Engineer: Rob Gilks (AKQA)
Quality Assurance Manager: Ellen Woolridge (AKQA)
Analyst: Lewis Corbett (AKQA)
Media placement: Digital - Facebook - 27/04/2011
Media placement: Digital - App Store - 27/04/2011
Media placement: IAd - App Store - 27/04/2011

Insights, Strategy & the Idea
Insight

72% of people watch UEFA Champions League (UCL) matches alone and at home*. We saw an opportunity for Heineken to step in and radically change the way people watch UCL.

Strategy

For the premium beer that aims to make watching the best football in the world even better, the method of promotion was clear. Engage the fans and take watching football on TV to the next level.

Idea

Heineken’s target audience are football lovers who drink beer, young men living in the here and now.
StarPlayer taps into the competitive banter of the fans by creating a live, competitive, social TV game experience. This is the world’s first live ‘dual-screen’ football game – viewers watch the football on TV, while playing in real-time on Facebook or iPhone. Players anticipate what will happen, earn points, compete to win and share results on Facebook in this ‘interactive Champions League’.

Creative Execution
Starplayer is the world’s first multi-platform live sports game. Initially launching on Facebook and iPhone the game will soon be launched on Android. The game taps into the ‘dual screening ‘mentality of sports viewing - 50% of NFL viewers are watching the games in dual screen environments (Source: Joe Ferreira , VP CBS Sports, 2009)

Download the StarPlayer app onto your iPhone or play on Facebook within a premium designed game interface. The interface allows players anticipate events unfolding on the pitch live and make decisions on what will play out over the next few seconds. Will that free kick go in? Will that shot be saved?

When a key event occurs in the live football match, the StarPlayer app triggers in real-time a ‘Match Moment’ and gamers are asked to choose from outcome options. .

Results and Effectiveness
At the time of writing the game is not yet live so results and success are not possible. Please consult the award site and film for full summary and results.

StarPlayer will launch live on 27th April for iPhone and Facebook. Fans first opportunity to play the game during a live match is during the Semi Final match on the 27th April.