2011 Results

Agency (city): AKQA

Creative Director(s): James Hilton, Nick Bailey, Miles Unwin, Kevin Russell

Copywriter(s): Tessa Hewson

Art Director(s): Jamen Percy

Head of Technical Architecture: Neville Kuyt

Project Director: Hannah Gray

Group Account Director: James Scott

Executive Creative Development Director: Andy Hood

Associate Creative Development Director: Paddy Keane

User Experience Architect: Joanne Alden

Creative Developer: Wanja Stier

Project Manager: Carolyn Mangan

Technical Delivery Manager: Gareth Scrivens

Senior Web Developer: Andrew Smith

Senior Web Developer: James Lelyveld

Technical Architect: Christopher Marsh

Senior Software Engineer: Rob Gilks

Quality Assurance Manager: Ellen Woolridge

Short explanation

Star Player taps into the banter of football fans by creating a live and competitive social TV game experience, allowing players to anticipate the outcome of events in a live football match in real time. When a ‘Match Moment’ (such as a corner, free kick or penalty) occurs, an alert is triggered in the Star Player Facebook game or iPhone app, inviting players to choose between four possible outcomes. When the result plays out, scores are awarded in real time, and players can compare their results instantaneously with friends and the world.

Star Player was successfully launched on Facebook and iPhone for the 2010/11 UEFA Champions League semi-finals and final, and has returned on multiple platforms for the 2011/12 season, creating the first completely interactive UEFA Champions League tournament and delivering for Heineken a full 90 minutes of brand engagement per player, per game.

Star Player is the first ever multi-platform live sports game allowing players to engage with football games on TV in a more meaningful way. The game seeks not to compete with the match for their attention, but rather optimises the UEFA Champions League viewing experience.

Star Player creates a channel for fans watching matches in the comfort of their own home to engage and compete with friends through private league leaderboards.

Star Player has a shelf life considerably beyond that of an advertising campaign, and it’s off to a great start.

Description

Star Player is the world’s first multi-platform, live dual-screen football game. Created for the premium beer that aims to make watching the best football in the world even better, Heineken Star Player engages fans and takes watching football on TV to the next level.

Star Player taps into the banter of football fans by creating a live and competitive social TV game experience, allowing players to anticipate the outcome of events in a live football match in real time. When a ‘Match Moment’ (such as a corner, free kick or penalty) occurs, an alert is triggered in the Star Player Facebook game or iPhone app, inviting players to choose between four possible outcomes. When the result plays out, scores are awarded in real time, and players can compare their results instantaneously with friends and the world.

Star Player was successfully launched on Facebook and iPhone for the 2010/11 UEFA Champions League semi-finals and final, and has returned on multiple platforms for the 2011/12 season, creating the first completely interactive UEFA Champions League tournament and delivering for Heineken a full 90 minutes of brand engagement per player, per game.