Heineken, one of the sponsors of the UEFA Champions League soccer tournament has released a mobile and Facebook app that allows fans to enter into a contest that could result in their winning sports memorabilia or hosting a viewing event for the final match.

It is very simple to participate, and there are two manners in which you can do so. The first is to simply take a photo of yourself watching a UCL match and post it and tag your location. Each photo from a city counts as a point and the two cities with the most points gets to host a viewing of the last game in what it calls an epic party. You can upload three pictures a day.

The second is even easier as there is an instant win feature for people that use the text to win feature to get instant swag. Not surprisingly the app also has a handy outlet locator for people looking for the nearest place to buy a Heineken.

The effort is part of a larger move by the company to use social media as a tool to reach its fans and to broaden the appeal of its brand. A quick look at the Facebook site shows a number of efforts to appeal to fans with apps such as predict the managers next move or to design its next beer bottle. The contest runs until mid-April and will be supported by a series of ads on a variety of broadcast sports channels. The app is available for both Android and iOS devices.