Heineken has launched an iPhone multi-platform gaming application called “Heineken Star Player”. The game places you at the center of every UEFA championship game, where you take on your friends and the world by making game calls that build points and win you prizes. All of this is synced to the live game as it is being played out on TV in real-time.

Since the “Heineken Star Player” application syncs live with each UEFA game, each game is able to challenge you with decisions as they happen, like penalty kicks. will player X score and where top left? Center?The application takes advantage of the thinking that goes on as the game plays out, and puts your interaction with it in the palm of your hand. With approximately 86% of people who use mobile Internet, use their phones while watching TV, it’s easy to see the potential success of an application like this, and makes it a very powerful tool for the Heineken marketing machine.

Created by AKQA this application shows huge potential for other sporting events and games like AmericanFootball, NCAA Basketball, Major League Baseball, Hockey, NBA etc.
This kind of real-world digital integration could become a gold mine over the next year.