Star Player GameGamification in Customer Engagement

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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Heineken’s Star Player Game• Heineken has long been

known as a company

that can create highly

engaging experiences for

their consumers and

online users.

Heineken’s Star Player Game• 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.

Heineken’s Star Player Game

• During the the

Champions League,

users can download

the Heineken app.

Heineken’s Star Player Game• 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?

Heineken’s Star Player Game• 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 Star Player Game• 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.