Heineken Taps Research to Score a Goal with Football Fans

Big Data - The Matrix Behind Our World

Let's face it - there's nothing more painful than staring into a spreadsheet of big data, trying to coax some revolutionary new knowledge or understanding out of what looks more like the matrix than the real world as we know it.

In some cases, however, brands have succeeded in uncovering key insights that lead to effective and award winning executions.  

Such was the case with AKQA - a digital agency working with Heineken.  Charged with leveraging the brand's sponsorship of the UEFA's Champions League and EURO Cup, AKQA conducted consumer research that uncovered a key trend in UEFA viewership and inspired a groundbreaking execution.

Insight - Something Less Than Football Hooliganism

In the mid 1960's the popular press and academics in Europe coined the phrase "football hooliganism" to refer to the violent rioting, and otherwise poor behavior by supposed football fans in and around stadiums, pubs, and the matches generally.

Switzerland may be neutral but not when it
comes to football battles - violence after
Basel FC lost to FC Zurich in 2006.

For better or for worse, these images have shaped our expectations of the nature and experience of, "enjoying" a football match with your mates.  At the very least, we (those of the "North American football" persuasion) imagine rowdy groups in pubs and in stadiums locking arms and raising their mugs as they sing team anthems as unrivaled displays of love for their team.

The research performed by AKQA, however, found more choir boys than hooligans.  According to Floris Gobelens, Global Head of Digital at Heineken,

"Three out of four of our target audience, those watching the match, were doing so at home on their sofa and texting or tweeting their mates at the same time."

The question became clear to AKQA - how do we get these passive multiscreeners active with the matches, and engaging with the brand?

Idea - Star Player, Real-Time, Dual-Screen Gaming App 

Star Player is a gaming app available for use via computer or mobile device.  Players download the app, can build leagues with their friends, and essentially compete to see who's football instincts are best.  The idea is that YOU predict what will happen next in the game - whether it be a goal, a save, or a miss.  Facebook connectivity allows players to maximize their bragging reach, by broadcasting scores, badges, and other results to one's own and other Heineken Star Player related social networks.

Outcomes - A big win for brand Heineken.

Regardless of which teams win the match, Star Player users have scored a win with the application.  87% have given it positive feedback as a social gaming experience, and 63% of users return to play the game again, after their initial experience.  In its first year in existence the app was downloaded over 1 million times, which bodes well for the 2013 Champions League, which is already in early season play.    On the whole, players of Star Player receive a full 90 minutes of Heineken brand engagement, integrated into their lives in a fun and meaningful way.

Two things strike me as most impressive with this case study.  First, the role of research in leading to effective marketing strategy, and second, that the success of the program in terms of publicity and downloads occurred primarily on the wave of strong social buzz.  While Heineken supported Star Player through "owned" media platforms such as heineken.com and the brands Facebook page and YouTube channel, it did not engage "paid" media.  Still Star Player generated 400 news articles and blog mentions.  In total, Heineken achieved 77.6 million impressions worldwide through the Star Player campaign. 

Not bad for a day's work.  AKQA & Heineken deserve a beer...