Heineken Star Player : get in the game

Bravo AKQA !
What a clever and good move for Heineken.
The creative agency developped applications which can be played online, on Facebook and especially on mobile, and allow players to bet live on actions during Champions League games.
This nice video speaks for itself :

I don’t know about you, but I just downloaded the iPhone app, and get ready for tonight’s game.
Hmmm… Messi will score during the 10 first minutes. Who bet ?

These applications support the Heineken sponsorship of the UEFA Champions League.
After the great stunt in Italy, Heineken proves once again it knows the football community, and can play with its codes. If you are a football fan, I am sure you remember of you saying to your friends around “I am sure he is gonna score on this corner/free kick/action…”, or “I feel like the goalkeeper is gonna stop this one” etc…
The brand and its agency also prove they have fully integrated the actual trends of media consumption by taking advantage of media multitasking. The success of Facebook and its comment box for live events, since Obama inauguration as well as the emergence of services like the brilliant GetGlue, or collaborations like the one between SyFy and Shazam, or the one between Pepsi and IntoNow (the 12 weeks old startup acquired by Yahoo last monday) illustrate the great potential which is still to be explored by brands.
In the US alone, to understand how web, mobile and social channels are changing the TV viewer experience : 74% of consumers say they multitask while watching TV; among them, 42% browse online, 29% talk on cellphones or mobile devices, and 26% send instant messages or text messages, according to a Deloitte survey.