Embed Size (px)
Citation preview
Heineken Case StudyGamification in Customer Engagement
Prepared By
Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.
Phone – 9744551114Mail – [email protected]
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.
