Heineken Repudo Concept

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HOW IT WORKS
Traffic comes from various sources, such as:
a. Press, Blogs, etc.
b. Heineken global and local websites (after age verification).
c. People who have already Liked the Heineken Facebook page see the
game mentioned in their Facebook Live Feeds. The updates highlight
activity within the game, such as how many people have received
trophies today, or when a prize winner is announced.
d. When a player chooses to post a status update of their activity within
the game, their friends see that update in their Facebook Live Feeds.
The above traffic sources link through to the UEFA Trophy tab within the
Heineken Facebook Page (1).

1.

The game is promoted within a Tab on the main Heineken Facebook

Page (which is only visible to people of legal drinking age).

2. A short explaination of the gameplay and prizes is followed by a

realtime map showing trophies nearby the users (geo)location.
3. The call to action links through to the Apple iTunes store from where
the Repudo app can be downloaded and installed.

9. ...the player sees where nearby trophies are based on their GPS
location.
10. Player goes to the location to pick it up.

NOTIFICATIONS

11. When the user enters the vicinity of a trophy, a message appears
Youve found your trophy. Pick it up for a chance of winning a prize.
12. On picking up the trophy, the player can invite two friends.

4. iTunes prompts the user to confirm that they are over 17. (Adult certified
in the iTunes App Store).

13. Friends are invited via Facebook Friends list.

5. When the Repudo iPhone app is started, the user is prompted to

connect it with their Facebook account.

15. Friends are invited to join via a Facebook Wall Post.

14. Player drops the Repudos to be picked up by friends.

6. The user connects Repudo to their Facebook account and...

7.

... gives permissions to access their Facebook Profile information and

post to their Wall.

8. Main menu where the player can find information about the game play,
prizes, terms or go to the map where...

When Patrick drops a label for Simon, Simon sees an iPhone

notification that the label is waiting for him. The notification opens
Repudo allowing him to see where the label is so he can go and
pick it up.
When Simon picks up Patricks label and adds his name and photo,
Patrick receives an iPhone notification. The notification opens
Repudi allowing him to the see the trophy box and the photos on
the label.
When two friends have added themselves to Patricks label,
he receives an iPhone notification that his trophy is ready. The
notification opens Repudo with an animation of the box opening
to reveal the trophy and a message that he is now eligible for the
prize draw.
At the end of the game period, winners are notified by email and a
Repudo iPhone notification.

Heineken UEFA Trophies - Repudo Concept v0.3

7 January 2011 | LBi Lost Boys 2011