Heineken’s Gaming Marketing campaign Breaks Anti-Social Stereotypes 

Gaming is commonly stereotyped as a reclusive pastime, however Heineken is difficult that notion with a celebration of its neighborhood spirit.

The beer model’s first main marketing campaign devoted to avid gamers faucets into an perception well-known amongst that viewers: on-line video games are simply one other approach to socialize. A movie, titled Simply One other Night time Out, tells the story of Alex and three pals who’re organizing a time to hang around. 

Set within the Brazilian metropolis of São Paulo, the advert reveals the group texting one another from numerous areas together with a boxing ring, a barber’s chair and an orchestra rehearsal as they organize to fulfill up that evening. As they rush to make it on time, grabbing bottles of Heineken from their fridges, it’s revealed that they’re assembly on-line in a sport relatively than a bar. 

“Not all nights out are out,” the endline says. 

The worldwide marketing campaign launches in Brazil as a result of it is likely one of the largest gaming markets on the planet, with 88% of the inhabitants taking part in video video games on some kind of system. 

Past the business, the marketing campaign contains a number of gaming activations. “In-Video games Bars” will provide vouchers for Heineken merchandise inside 2,700 cell video games, whereas supply food and drinks app IFood will enable avid gamers to order the model’s drinks. 

Moreover, Heineken has teamed up with São Paulo grocery store chain St. Marche for a “Beer Matchmaking” expertise assembly a standard criticism of avid gamers making an attempt to attach with others. By a limited-edition Heineken bottle with a QR code, gamers can discover matches in line with their favourite kind of sport. 

The model may also associate with streaming platform Twitch and TikTok for a sequence of gaming challenges.

Publicis Groupe inventive store Le Pub developed the marketing campaign by way of its gaming and innovation division Le Storage. Frederic Planchon directed the movie by way of manufacturing firm Academy Movies.