Heineken launched a "Dual screen" mobile marketing campaign around the 2011 UEFA Champions League tournament. The campaign included a mobile application called "Star Player" that allowed users to predict outcomes during matches and earn points. The goals were to increase consumer engagement with the Heineken brand during matches, create a more social viewing experience, and associate Heineken with excitement around football. The app was downloaded over 1 million times in its first month and combined gamification with social media integration to expand the live event into an ongoing digital experience. The campaign demonstrated how dual screen experiences could be leveraged in future marketing initiatives.

1. Heineken Dual Screen Campaign
Ashish Badyal

2. Agenda
Overview of Beer Industry & Heineken International
Heineken Dual Screen Campaign 2011
 Star Player Application
 Digital Marketing Strategy- People, Objectives,
Strategy, Technology
Dual Screen Campaign- Return on Investment
The Future

3. Beer Industry & Heineken International-
Analysis
BEER INDUSTRY HEINEKEN COMPANY
* Consolidation in the Industry:- The World’s
top four breweries’ total global market share *Heineken is the third largest beer company. In
was 45.8% in 2011. 2010, it owns 141 breweries in 71 countries in
the world.
*Annual Growth rate of beer Industry was
3.5% in 2011. *Heineken markets itself as the “most
international brewery “group in the world.
*Emerging Markets showed a strong growth
rate of 6.8% in 2011. *Advertising and promotion:- Heineken
spends 12- 15% of total revenues on
* Low Switching Cost:- Marketing & Advertising and Promotion.
Advertising accounted for 20% of total costs of
top players in 2011. * In 2011.Heineken spent 4% of its
approximately €2 billion ($2.89 billion) annual
* Average Gross Profit Margin for top players advertising budget on online marketing.
is 38%.
Deloitte Report 2011

4. Campaign- Heineken Dual Screen(2011).
IDEA GENERATION CAMPAIGN
*Multitasking:- 90% of respondents do multi- * Heineken launched a “Dual screen” mobile
tasking on their Smart phones while watching marketing campaign around the 2011 UEFA
live TV & commercials Champions League tournament.
*70% of respondents multitask at least once a *Dual Screen Campaign is the world’s first
week; 49% do so daily. social media gaming platform to go along with
*94% of reported multi-taskers engage in the 2011 UEFA Champions League.
mobile communication- exchanging email, *Heineken’s Star player App is a real-time
texting, talking & social networking. mobile game- Engage fans with the brand and
*Mobile traffic spikes during halftime shows of their favorite football team at same time.
sporting events
*Yahoo Sports saw a 305% increase during the
last Super Bowl.
Yahoo Mobile and Razor fish Survey (2010)

5. Star Player Application
Let’s Create Buzz!!!
Source:- http://www.heinekeninternational.com/

6. Star Player Application- Features
Live Game Questions
• Earn points by predicting- Corner Kicks, Free Kicks and Penalties.
Goal Button
• Total 8 Press Goal Button- If a goal is scored with in 30 seconds; Win extra
points.
Bonus Questions
• Questions during the Live Match- The faster the answer, the more points
scored.
Its Social!!
• Scores can be shared on the Face book and players can form league of
their own friends and compete.
At then end of match, Heineken Star play can win Champions League tickets

7. Heineken Dual Screen- “Target People”
* Sports Enthusiasts.
* Perform Dual Screening.
* Enjoy Football Matches in a Community
with a beer.
* Socially Active.
150 million TV Viewers in 220 Different Countries for UEFA Champions League

8. Heineken Dual Screen- “Objectives”
*Increase Consumer’s engagement with
Brand Heineken- Put People in the game(
90 minutes of Brand Engagement).
*Bring excitement to fingertips of fans
through the cutting edge 'dual screen'
technology of Star Player Application.
*Create a consistent Digital Marketing
Communication via integration with
Social Media Channel- Face book.
Customer Engagement

9. Heineken Dual Screen- “Strategy”
*To associate Heineken brand with
excitement and competition of premium
matches.
* Create a more social experience around
watching and enjoying matches.
* To make ‘Heineken’, a mandatory
accessory to football matches ,which can
augment TV experience.
Growth--- Engage--- Monetize

10. Heineken Dual Screen- “Technology”
* Heineken Star Player application is
compatible with Computer, iPhone, iPad,
or iPod touch.
*Social Media Integration- Publish real
time scores with “Face book Connect”.
*Available on other mobile platforms(e.g.
Android) in 2012.
Informa reported that mobile advertising in 2010 was worth $4.4 billion.

11. Heineken Dual Screen- “Campaign ROI”
* 1 million downloads in one month
period( Apr 27th – May 28th).
*A great start:- Star Player has a shelf life
considerably beyond that of an advertising
campaign.
*Heineken App combines gamification &
social channel to expand a live event into
a digital social event.
Reputation and Awareness is the ROI

12. The Future
*Tablets, Smart phones and Smart TV-
Proliferate marketing initiatives in future
*Social TV - Can multiply more
opportunities for brands and mobile
agencies
*Live shows, sporting events and event
based programs can greatly leverage
Internet TV
During the Oscar telecast 2012, 87% of all social-media comments were about the Academy Awards.
Source:- Bluefin Labs- Social Media Analyst Company

13. Thank you