Heineken Makes Predictive Analytics Fun With Real-Time UEFA App
Heineken has launched a new app called StarPlayer, which lets fans watch UEFA Champions League matches on television while playing it in real-time on a computer, iPhone or iPod touch. The games lets players earn points by making in-game predictions based around the action they're watching on TV. The goal with StarPlayer, which was created by digital agency, AKQA, is to make watching the game on TV a more social interactive experience, Heineken says.
Fans watch the football on TV while playing StarPlayer in real-time, anticipating events unfolding on the pitch live and making decisions on what will play out over the next few seconds. The use of ‘dual screen’ technology allows users to make time-dependent decisions based on what's happening within an actual game. To score points, fans anticipate what will happen at key moments such as corners, free kicks, and penalties, for example whether the shot will be saved or whether there will be a goal in the next 30 seconds. With every correct forecast, fans gain points.
“StarPlayer will really change the way in which football fans interact with the UEFA Champions League, creating a more social experience around watching and enjoying the matches," Floris Cobelens, Global Head of Digital at Heineken, said. "For Heineken to be able to bring the excitement and competition of these premium matches to the actual fingertips of the fans through the cutting edge ‘dual screen’ technology of StarPlayer really showcases our commitment to providing extraordinary innovative and engaging experiences for fans.”
The StarPlayer game, which will run through the end of next year's UEFA Champions League season, is available starting today on the Heineken Facebook page and can be downloaded for free from the App Store on iPhone, iPod touch and itunes. #activationstag