Heineken Case StudyGamification in Customer Engagement

Prepared By

Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.

Phone – 9744551114Mail – manu_melwinjoy@yahoo.com

Kindly restrict the use of slides for personal purpose.Please seek permission to reproduce the same in public forms and presentations.

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 thegame, they are askedpredictive questionssuch as:–will the penalty besaved?

–will the goal be made byhead?

–will they score within 20seconds?

Heineken’s Star Player Game• Points are awardedfor correct answers.And during downtime, more points canbe earned byanswering other typesof questions (e.g.trivia).

Heineken’s Star Player Game• This is a great examplewhere a sponsor candirectly engage withfans during a sportsgame instead of justhaving their logoshowcased on bannerswithin the arena orthrough televisionspots.