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21/10/2011

Heineken boosts social media investment following Star Player success

Heineken is to ramp up its social media strategy after its dual-screening app Star Player generated engagement times of over one hour.

By Ronan Shields

The brand will begin an international roll out of Star Player, which it uses to enhance its sponsorship of the UEFA Champion’s League via a mobile and Facebook app, this season.

Speaking at this morning’s Media Guardian Changing Advertising Summit, Floris Cobelens, Heineken head of digital media, said users of the app were engaging for well over 60-minutes during Champion’s League games on average.

“We’re keen to roll it out to over 20 markets, we’ll begin with a Spanish and Portuguese versions,” he said.

Star Player, which was developed with digital marketing agency AKQA, launched in April and is continuing to generate high engagement levels, according to Cobelens (nma.co.uk 2 June 2011).

“Digital has the ability to reach millions of people in seconds. This is why it’s getting more and more important to us. We’ll be shifting our  there [to digital],” he told delegates at the conference.

In a separate presentation, Claudio Annicchiarico, Fiat head of digital, said the car marque’s social media strategy was crucial to increasing purchase intentions for its Alfa Romeo brand.

“We are very well known as a brand… but the challenge that we have is to increase consideration,” he said. “This is where we see social media really playing its role.”

He explained that Fiat was using its Facebook game I Am Playr to give more consumers a “dealership experience”, by using it to showcase its models and product specifications.

Earlier in the conference, Guardian News and Media’s marketing director Chris Lawson said the Guardian’s iPhone app was approaching the 1m installs mark.

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