Dive Transient:
- Heineken 0.0, the non-alcoholic beer model, is bringing its simulated cellular racing competitors, “Participant 0.0,” to the U.S., per a press launch. The transfer is a part of Heineken’s bigger efforts to advertise protected driving.
- The initiative, which has already been operating in markets together with Brazil, Canada and the Netherlands, pits gamers in opposition to top-tier drivers in an immersive sport of velocity and talent the place protected driving is paramount. The sport is designed to strengthen the model’s “When You Drive, By no means Drink” marketing campaign.
- To advertise each the cellular sport competitors and the broader safe-driving marketing campaign, Heineken 0.0 has enlisted F1 champion driver Max Verstappen to seem in an advert selling the non-alcoholic beer.
Dive Perception:
Heineken isn’t any stranger to utilizing gaming to advertise its merchandise to youthful shoppers who’ve proven an affinity for the passion. The beer maker beforehand created a matchmaking platform to attach avid gamers and a PC-beer fridge combo. The development continues with the “Participant 0.0” initiative, which has already been profitable in Brazil, Canada and the Netherlands, and is now coming to the U.S.
The mobile-minded competitors asks individuals to register at an internet site the place they’ll play the sport. Not like conventional racing video games, the place the participant with the quickest time earns essentially the most factors, the item of Participant 0.0 is to be the perfect driver by avoiding obstacles and driving safely. (The sport ends if the participant crashes.)
The competitors’s prime six gamers will earn an opportunity to compete within the Participant 0.0 U.S. Finals in October. The winner of that competitors will head to Madrid for the World Finals, competing in opposition to champions from around the globe. At that occasion, champions could have a chance to fulfill F1 champion racer Verstappen, an envoy on the trouble.
“We imagine leisure and group can affect protected driving and average ingesting,” stated Heineken USA CMO Jonnie Cahill, in a press assertion. “We’re thrilled to deliver the joy of the Participant 0.0 gaming platform to the states, to fulfill our clients the place they’re, embrace the enjoyable and pleasure of gaming, and remind them the perfect driver is the one who isn’t ingesting.”
The safe-driving message is bolstered by a spot that includes Verstappen. Within the business, a gaggle of associates at a bar designate the night’s driver by confirming who amongst their group is the perfect behind the wheel. (No shock: it’s Verstappen.) The situation continues on a number of different events till Verstappen is proven with a beer in his arms, at which level the perfect driver is set to be the one not ingesting. The twist within the advert comes when Verstappen exhibits he’s ingesting Heineken 0.0, a non-alcoholic beer, and might nonetheless drive himself house.
Since debuting in 2017, Heineken 0.0 has acquired heavy advertising and marketing funding, serving to push it to the highest of the non-alcoholic class as extra shoppers, together with younger shoppers, embrace a sober way of life. The model has been a part of the largest promoting occasions, together with the previous few Tremendous Bowls, and had a heavy presence at this 12 months’s U.S. Open. Heineken has additionally labored onerous to enchantment to shoppers by being half of popular culture touchstones, partnering with Marvel’s Ant-Man film franchise and sponsoring segments on “Late Evening with Seth Meyers.”
