Heineken Promo HEINEKEN STARPLAYER by Akqa London

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

Credits & Description

Category: Alcoholic Drinks
Advertiser: HEINEKEN
Product/Service: BEER
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)
Project Director: Hanna Gray (AKQA)
Project Manager: Carolyn Mangan (AKQA)
Group Account Director: James Scott (AKQA)
Head of Technical Architecture: Neville Kuyt (AKQA)
Associate Creative Director: Miles Unwin (AKQA)
Associate Creative Development Director: Paddy Keane (AKQA)
User Experience Architect: Joanne Alden (AKQA)
Technical Delivery Manager: Gareth Scrivens (AKQA)
Quality Assurance Manager: Ellen Woolridge (AKQA)
Senior Designer: Jamen Percy (AKQA)
Senior Copywriter: Tessa Hewson (AKQA)
Presentation Technical Architect: Nick Lockwood (AKQA)
Technical Architect: Christopher Marsh (AKQA)
Senior Software Engineer: Rob Gilks (AKQA)
Senior Web Developer: Andrew Smith (AKQA)
Senior Web Developer: James Lelyveld (AKQA)
Creative Developer: Wanja Stier (AKQA)
Media placement: Digital - Facebook - 27/04/2011
Media placement: Digital - App Store - 27/04/2011
Media placement: Digital - App Store - 27/04/2011

Describe the objective of the promotion.
Heineken have made watching the best football in the world even better by sponsoring the UEFA Champions League since 2005.

This year the StarPlayer campaign aims to create a consumer engagement platform which builds quality and quantity of mental associations about Heineken and Heineken’s role in UCL.

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 and take watching football on TV to the next level.

In the process we also wanted to re-invigorate our audience’s engagement with the Heineken brand.

Describe how the promotion developed from concept to implementation.
Strategy development.
Project define and feasibility.
Research to validate the “latency” issue.
Creative define + design.
Rigorous testing.

Explain why the method of promotion was most relevant to the product or service.
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.

Heineken’s target audience are football lovers who drink beer, young men living in the here and now. Their biggest fear is looking like a provincial amateur in front of their mates and colleagues.

StarPlayer taps into the competitive banter of their fans by creating a live, competitive, social TV game experience. An ‘interactive’ Champions League where players compete with each other and the world.

Describe the success of the promotion with both client and consumer including some quantifiable results.
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. The fans first opportunity to play the game during a live match is during the semi final match on the 27th April.