A part of the worldwide marketing campaign ‘Not All Nights Out are Out’, this undertaking is one other effort by the Dutch model to offer avid gamers new and revolutionary instruments to socialize whereas gaming.
September 4th, 2023 – Heineken® is launching ‘TH3 G4M1NG FR1DG3’, a custom-made PC built-in with a Heineken® beer fridge due to an revolutionary cooling system. It’s designed to chill down each the PC {hardware} and the bottles inside, so avid gamers can take pleasure in a chilly Heineken® whereas enjoying their favourite recreation.
That is the newest installment of the ‘Not All Nights Out are Out’ marketing campaign, launched in March this yr, to spotlight the significance of benefiting from the moments of socialization throughout the gamer tradition, specializing in the connection between gamers and the model.
“TH3 G4M1NG FR1DG3 is one more distinctive instrument for us to speak our ‘Not All Nights Out are Out’ marketing campaign, which exhibits that gaming and socializing are related”, says Igor de Castro, Senior Advertising Supervisor for the Heineken® 0.0 model in Brazil. “We’re very excited to convey this innovation to the general public, gamers and shoppers alike, connecting much more with the gamer group and giving them the possibility to have a custom-made, themed PC and luxuriate in a chilly Heineken® or Heineken® 0.0 with their favourite video games”.
To convey this know-how to life, Heineken® partnered with its advert hoc artistic promoting company, LePub Brazil. “Heineken® is ready to present moments of socialization wherever it’s, and that is the model’s mission, along with breaking stereotypes. TH3 G4M1NG FR1DG3 is one more motion of this sort, bringing a conviviality to the gamer universe, each appreciating this second and exhibiting that the gamer universe is extraordinarily social, that Heineken® 0,0 and video games actually go properly collectively. Particularly since it’s good to cool each beer and {hardware} and Heineken® actually mastered the previous”, explains Felipe Cury,
Chief Artistic Officer of LePub Brazil.
The system repurposes a Heineken® 0,0 fridge to allocate a totally working {custom} PC construct throughout the area normally reserved for beer bottles. The setup permits the fridge to chill down each the {hardware} and the beer bottles, offering a managed temperature setting for each.
To resolve the technical challenges of mixing a PC construct with a fridge, the workforce reached out to LeGarage, LePub’s Innovation and Gaming Hub. The workforce engineered a {custom} cooling system that might preserve a low temperature while the PC is working and mix it with compelled air circulation to forestall condensation. The consequence was the right setup to take pleasure in an evening of gaming with buddies with a cool recreation and a chilly beer.
“We wished to click on with a section of avid gamers that few manufacturers normally contemplate: PC avid gamers”, says Andrey Tyukavkin, Govt Artistic Director of LeGarage and Lead Engineer of the undertaking. “And throughout the PC gaming group, we wished to understand a tradition of “modders” – individuals who customise their builds, modify the design and structure of the machine, and socialize by sharing their specs and distinctive appears with one another. Actually wonderful and peculiar issues have come out of that development, and we noticed that a number of creators had been trying to make a working beer fridge that would run a PC construct. So we knew this was one thing avid gamers wished and one thing that might resonate with the group and with the tradition.”
TH3 G4M1NG FR1DG3, will suggest a number of activations by the next months for followers to get their arms on the restricted version of TH3 G4M1NG FR1DG3. Heineken has partnered with Gaules, Brazil’s high Twitch streamer, to host a giveaway amongst his 4 million followers on his channel. The system will even make a particular look on the Brazilian revamped Twitch present ‘Aprovado’, to have a good time Heineken’s a hundred and fiftieth anniversary. To crown the marketing campaign, Heineken 0,0 will likely be current on the award ceremony organized by the CBLoL 2023 – the most important League of Legends competitors in Brazil – in Autumn, as one of many fundamental sponsors of the championship, to reward the successful workforce with a set of TH3 G4M1NG FR1DG3.
PC construct specs:
GPU: ASUS Phoenix NVIDIA GeForce GTX 1650 V2 OC GDDR6 4 GB
Motherboard: Asrock B550M-ITX/ac Socket AM4 mini ITX AMD B550
Processor: AMD Ryzen 7 5700G 8-Core 3,8 GHz
RAM: Corsair Vengeance RGB PRO 16 GB (2×8 GB) DDR4 3200 MHz C16
SSD: ADATA XPG Spectrix S40G M.2 1 TB PCI Specific 3.0 3D TLC NVMe
Fan: Noua Haku RGB TDP 280 W
Idle temperature: 0-2°C
Full load temperature: 3-6°C
Concerning the marketing campaign ‘Not All Nights Out are Out’
Earlier this yr, Heineken® unveiled ‘Not All Nights Out are Out’, a marketing campaign celebrating socialization within the gaming group. It launched with ‘Simply One other Evening Out’, a movie a couple of group of buddies that meet for beers in a recreation as an alternative of a bar.
The principle movie, directed by Frederic Planchon, one of many high names in world promoting, is entitled Simply One other Evening Out and tells the story of Alex and three buddies, with the protagonist going through numerous challenges on the best way to an evening of enjoyable, with the town of São Paulo as background. The marketing campaign additionally has three facet tales, every directed to one of many three fundamental clusters of the gamer universe: informal avid gamers, with the movie Date Evening; hardcore avid gamers, with Final Spherical; and the third, the stream group, with Watch Get together, with the participation of Gaules, one of many best-known recreation streamers on the planet and
accomplice of Heineken® 0.0.
Quickly after the discharge of the movie got here the primary activation, ‘Beermatchmaking’, which helped avid gamers bypass the matchmaking algorithm of their favourite video games by discovering extra appropriate squads to play with at Heineken® factors of sale. Then, ‘Actual Sport Bars’ delivered to life ‘The Icebox Bar’, an actual Heineken® 0,0 bar in São Paulo based mostly on the fan-favorite Valorant map.
Concerning the HEINEKEN Group in Brazil
The HEINEKEN Group arrived in Brazil in Might 2010, after buying the beer division of the FEMSA Group, and in 2017 acquired Brazil Kirin Holding S.A (‘Brazil Kirin’), changing into the second largest participant within the Brazilian beer market. The Group generates greater than 14,000 jobs and has 14 manufacturing items in Brazil, together with 12 breweries, positioned in Alagoinhas (Bahia state), Alexânia (Goiás state), Araraquara (São Paulo state), Benevides (Pará state), Caxias (Maranhão state), Igarassu (Pernambuco state), Igrejinha (Rio Grande do Sul state), Itu (São Paulo state), Jacareí (São Paulo state), Pacatuba (Ceará state), Ponta Grossa (Paraná state) and Recife (Pernambuco state) and two micro-breweries in Campos do Jordão (São Paulo state) and Blumenau (Santa Catarina state). The HEINEKEN Group’s beer portfolio in Brazi consists of Heineken®, Sol, Amstel, Amstel Extremely, Tiger, Lagunitas, Kaiser, Bavaria, Eisenbahn, Baden Baden, Devassa, Schin, Glacial, and No Grau. The non-alcoholic portfolio consists of Água Schin, Schin Tônica, Skinka and Itubaína tender drinks, Viva Schin, and FYs. Headquartered in São Paulo, the corporate is a subsidiary of HEINEKEN NV, Europe’s largest brewery.
About LePub
Le Pub was created by combining the famend Publicis Italy (“#1 Artistic Company in World” – Adweek 2021, #1 Artistic Company in World” – WARC 2022, “#2 Artistic Company within the World” at Cannes 2021, “Most Efficient Advert on the planet” – Kantar 2021, “probably the greatest and bravest businesses on the planet” for the Contagious Pioneers rating 2022) & best-in-class knowledge, media, and know-how experience from throughout Publicis Groupe. We imagine that manufacturers can not merely talk with shoppers and should now earn their place in individuals’s day by day lives. Said otherwise – it’s about serving to manufacturers ship actual worth (reasonably than messages). That’s why Le Pub is obsessive about creating revolutionary experiences that matter sufficient to “reside in tradition”. Fueled by wealthy world knowledge and powered by world class creativity – Le Pub is the place Manufacturers meets Tradition.
