AN EXPERIENTIAL WAY TO WATCH THE CHAMPIONS LEAGUE

I’ve suffered this season. I’m an Arsenal fan. So the Champions League (and the Premier League, for that matter) has been an unhappy place for me.

But it doesn’t have to be, now thanks to Heineken and AKQA. Check out this live game they developed, so that fans can play along while watching the game in real time. Pretty nifty. But you have to be a sucky fan to actually consider taking your attention off of your team to play it.

This idea is a direct response to the emerging viewing trends like these:

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.