WINNING WITH THE CONSUMER
a sponsor ot the UEFA Champions League, Fleineken
strives to enhance match-viewing experiences for fans
across the globe. The idea was that fans would make
the clear connection between fun and excitement and
the Fleineken brand. StarPlayer, a groundbreaking new
digital initiative developed in co-operation with Fleineken
and UEFA, offered real-time interaction during the live
matches.
StarPlayer made use of a new method
of digital game playing; dual screens. One
screen, generally a TV, showed the UEFA
football match live, while the other screen,
a computer, smartphone or iPad, displayed
StarPlayer in real time.
At critical times throughout the match,
participants were asked to predict
outcomes, of corner kicks, penalty shots and
free kicks. There were also opportunities
to guess when a goal would be scored.
Activities resulted in points being allocated.
Bonus trivia questions during quiet periods
COMPETE WITH FRIENDS
A personalised league could be created,
so participants could challenge their
friends to matches, which was a great
way to elevate the competitive nature of
the game.
There was a strong focus on bringing
friends together, which reflected the
community feeling that is generated
while watching football. For the same
reason, results of StarPlayer's participants
could be easily shared with virtual friends
on Facebook.
The response to StarPlayer has been
overwhelmingly positive. After trying out
the game during the first match of the
season, avid football fan Martin van Velzen
from The Netherlands commented: "This
is a great way to combine gaming and
football. You can predict the outcomes
of free kicks throughout the match, and
compare your results to those of your
friends. The real-time interaction was
impressive, and I was amazed at how
accurate the questions were regarding the
potential outcomes of situations on the
field. There was never a dull moment!"
in the game tested the players' knowledge
about the nations competing in the UEFA
Champions League, and correct answers
earned extra points. By creating a profile,
players could see how they ranked against
the rest of the world.
The launch of StarPlayer created an
enthusiastic social media buzz. Many
influential bloggers shared the positive
aspects of the new game with their
audiences, and the game generated
significant Twitter activity.
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