Heineken has long been known as a company that can create highly engaging experiences for their consumers and online users.

The brand is an official sponsor Champions League game. They decided to use gamification to actively engage fans throughout the event to increase awareness of Heineken.

How Heineken’s Star Player Game is Played

During the the Champions League, users can download the Heineken app. While watching the game, they are asked predictive questions such as:

· will the penalty be saved?

· will the goal be made by head?

· will they score within 20 seconds?

Points are awarded for correct answers. And during down time, more points can be earned by answering other types of questions (e.g. trivia).

Heineken’s Innovative Display of Sponsorship

This is a great example where a sponsor can directly engage with fans during a sports game instead of just having their logo showcased on banners within the arena or through television spots.

https://www.youtube.com/watch?time_continue=144&v=XzFgoTTe6k4