Heineken launches first global ‘dual screen’ Champions League football game

Heineken have announced the launch of StarPlayer, the live football game that lets fans watch UEFA Champions League matches on television whilst playing it in real-time on a computer, iPhone or iPod touch.

StarPlayer is a groundbreaking ‘dual screen’ digital initiative from Heineken which transforms TV watching into a social interactive experience for football fans. The game, which was created and devised by digital agency AKQA, taps into competitive banter of the fans by creating a live TV game experience that can be played from home.

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To score points, fans anticipate what will happen at key moments suchas corners, free kicks and penalties, for example whether the shot willbe saved or whether there will be a goal in the next 30 seconds. Withevery correct forecast, fans gain points. Through the ‘InteractiveChampions League’, they can also compete and share with their friendsvia Facebook and with other players around the world.

This is the sixth consecutive year that Heineken, the world’s mostinternational beer brand, has sponsored the prestigious UEFA ChampionsLeague.

Floris Cobelens, global head of digital at Heineken, commented:”StarPlayer will really change the way in which football fans interactwith the UEFA Champions League, creating a more social experiencearound watching and enjoying the matches. For Heineken to be able tobring the excitement and competition of these premium matches to theactual fingertips of the fans through the cutting edge ‘dual screen’technology of StarPlayer really showcases our commitment to providingextraordinary innovative and engaging experiences for fans.”

Heineken is one of the first global brands to launch an iAd to promotethe UK launch of StarPlayer on iPhone and iPod touch. iAd is Apple’srevolutionary new mobile advertising network, reaching millions ofiPhone and iPod touch users in their favourite apps. The iAd delivers acut down “demo” version of the StarPlayer game and allows consumers toget an engaging, playful gameplay experience, before going on todownload the app and playing for real.

The iAd launched to the UK market on April 27th and runs until May28th. It will also run during the 2011/12 league from September inglobal markets to coincide with the global launch of StarPlayer.

The StarPlayer game became available yesterday on the Heineken Facebookpage and can be downloaded for free from the App Store on  iPhone oriPod touch or at the iTunes store in preparation of the final stages of the 2010/11 UEFA Champions League season and ahead of the 2011/12 season.