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01/05/2011 by

The CMO Learnings At Heineken StarPlayer?

Last week Heineken launched a new live football game, StarPlayer, which allows players to predict what will happen at key moments in UEFA Champions League matches to score points. Why should CMO’s care, just find out.

Certain brands outperform their competition by brand innovations. Through close observations we have determined how Heineken injects intensity into their products and sponsorships, turning them into experiences that truly matter to consumers and to football fans in particular.

Most brands only succeed in getting noticed when millions are thrown in the direction of mass marketing and international sponsorships.

Spend big on media, combining maximum reach with maximum frequency seems the only way to go? Well my dear CMO’s, Heineken indeed spends big on it’s UEFA Champions League sponsorship. But Heineken takes it’s sponsorship to the next level launching StarPlayer.

The game, which was created and devised by creative agency AKQA, taps into a growing ‘dual screen’ habit amongst audiences: the tendency to watch TV while also chatting with mates via social media networks on computers or mobile phones.

StarPlayer works in real-time, with players invited to forecast the outcome of corners, free kicks and penalties by choosing between a number of options. Different point scores are awarded depending on the likelihood of the outcome.

Players also have the chance to guess when goals will take place – at the start of the game they are given eight chances to predict whether there will be a goal in the next 30 seconds, with points awarded on a sliding scale depending on how early the goal is anticipated.

To add to the sense of competition, players can form leagues with their mates, and share their scores via Facebook. They are also awarded badges for successfully predicting the events of a game.

The StarPlayer game is available on the Heineken Facebook page, and can be downloaded for free from the App Store on iPhone or iPod Touch. The next match to play-along with in the UEFA Champions League will be FC Barcelona – Real Madrid.50

Hopefully we have convinced some CMO’s with this Heineken sponsorship activation, to consider to go beyond mass marketing as well.

The problem with mass media communications is that lame ads are repeated far too often. Hammering consumers again and again with the same message without any interactions, is simply not engaging modern consumers any longer.

We do believe that the Heineken StarPlayer approach is proving CMO´s some insights and examples of creativity that will be able to re-engineer brand experiences from the ground up.

Try the game this week and share with us how it made you feel.

Source: Creative Review


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