Android : android: create a shortcut in the launcher that is sent to a service or a broadcastreceiver

As far as I experienced, a shortcut installed on a homescreen (see INSTALL_SHORTCUT intent) can only start an activity. I have not found a way for the intent to be received by a Service or BroadcastReceiver of my app.

Thing is, the shortcut should just be a small action (here: start a timer) popping up a toast. Right now, if the app is running, it is activated - and I do not need or even want this.