By David Gold
May 2 – Heineken has launched a new Iphone application which aims to involve viewers watching UEFA Champions League matches through a game, Star Player, which allows users to anticipate key moments during matches.
Heineken is a long term partner of Europe’s premier club competition, and is also a sponsor of the Rugby World Cup.
Heineken already run a number of interactive competitions for fans, including the Star Final, which is where they take 300 fans to a spectacular venue to watch the Champions League final.
Star Player is an Iphone application which looks to engage fans in trying to anticipate events during Champions League games.
It looks to make use of the principle of dual-screening, where an individual is both online and watching television at the same time.
Fans upload the app, which is free, and then during games they are faced with a series of predictions on in game events.
At corners for instance, supporters will have to predict whether the resultant set-piece will end in a goal, a clearance, a miss or a save.
At penalties, a matrix appears on the Iphone, and the user can predict which part of the goal they think the ball will go.
Those playing also face a series of questions throughout the game at intervals where they can improve their scores.
And they can also predict when they think a goal will be scored in the next thirty seconds during a game, though they are rewarded for the length of time between the prediction and the goal, so making such a prediction as a player runs through on goal will not win the gamer many points.
The game can also be played through facebook, allowing users to constantly interact with friends and fellow gamers.
Hans Erik, global activation manager for Heineken, said: “About a year ago we wanted to create something new, and so we wondered what we could do?
“We wanted to do something fun, but not gambling.”
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