Heineken Second Screen app

Second screen genius...

Okay, I confess - I'm a huge football fan. And I mean that in the British sense. In other words, "soccer". Which probably makes me slightly biased about the below example of second screen innovation. However, over an above the application being based around the world's greatest sport, there is plenty to applaud in this brilliant activation.

Firstly, it proves that there is a place for brands in second screen and social engagements. Heineken are plastered all over this app, but they never feel like they're distracting or irritating. Instead, they supply the user with an engaging experience that evokes a positive emotional response to the brand.

Secondly, this is a great example of consumer led second screen engagement. It doesn't try to change viewer behaviour, it just taps into the existing behaviour. Football fans (trust me, I know about them) have always watched the game making predictions like "here comes a goal" or "they'll win this easily". This app simply let's them do that, in a really fun way, with a competitive perk and communal experience.

The consumer and the content comes first - the platform is just the method of delivery.