Heineken recognized two common behaviors of fans watching soccer and other live sporting events. One, they drink beer. Two, they surf the web and send messages on their mobile phone or laptop about the game, an activity called dual screening.
The free app, available in the iTunes app store and on Facebook, allows multi-tasking fans around the world to compete and communicate with each other in real-time online as they follow the live football (soccer to Americans) matches.
The Heineken StarPlayer soccer app works like this: Users create a simple profile in advance and the app opens for play just before the UCL match starts. The app timer instantly synchs with the timer of the televised game and offers users chances to predict what will happen on the field in the next 30 seconds. Correct predictions earn points, with the earlier the prediction, the higher the points. People can also win points by answering random trivia questions about sports or Heineken-related topics.
Social interaction is a key element. Players can join a league with friends and check their friend’s real-time scores against their own. Badges are awarded for high point scores and are visible to others on the user’s profile. Players can also publish their individual and league results on Facebook.
Here’s my source: http://www.clickz.com/clickz/news/2047147/heineken-app-mixes-gaming-social-media-live-sports