Some things just go together –
Bread and Butter,
Ying and yang,
Batman and Robin,
but none more so than alcohol and gambling. The vice brothers often party together hand-in-hand on a Saturday night as people (mostly men) give in to their dark sides.
Heineken have decided to blend the two together, quite literally, by creating a branded mobile game.
Star Player allows it users to compete against each other in predicting what’s going to happen next in any match that’s occurring on television. The idea is genius, and a great way of combing social media and entertainment with the brand. What’s more. It actually looks like fun, as opposed a lot of branded games which focus on the branding before enjoyment, with complete disregard for the purpose of the application.
With the realisation that men watch most football matches in the pub, and all almost all with friends and some variety of beer, this app acts very similarly to a point of sale advertisement and strongly reinforces the brand values.
I can’t wait to try it. Too bad I’ll have to wait until next season.