A part of the worldwide marketing campaign ‘Not All Nights Out are Out’, this mission is one other effort by the Dutch model to provide avid gamers new and progressive 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 progressive cooling system. It’s designed to chill down each the PC {hardware} and the bottles inside, so avid gamers can get pleasure from 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 12 months, to focus on the significance of benefiting from the moments of socialization inside the gamer tradition, specializing in the connection between gamers and the model.
“TH3 G4M1NG FR1DG3 is yet one more distinctive software for us to speak our ‘Not All Nights Out are Out’ marketing campaign, which reveals that gaming and socializing are linked”, says Igor de Castro, Senior Advertising Supervisor for the Heineken® 0.0 model in Brazil. “We’re very excited to carry this innovation to the general public, gamers and shoppers alike, connecting much more with the gamer group and giving them the prospect to have a personalized, themed PC and luxuriate in a chilly Heineken® or Heineken® 0.0 with their favourite video games”.
To carry this expertise 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 yet 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 nicely collectively. Particularly since it’s worthwhile to cool each beer and {hardware} and Heineken® actually mastered the previous”, explains Felipe Cury,
Chief Artistic Officer of LePub Brazil.
The gadget repurposes a Heineken® 0,0 fridge to allocate a totally working {custom} PC construct inside the house often reserved for beer bottles. The setup permits the fridge to chill down each the {hardware} and the beer bottles, offering a managed temperature surroundings for each.
To resolve the technical challenges of mixing a PC construct with a fridge, the group reached out to LeGarage, LePub’s Innovation and Gaming Hub. The group engineered a {custom} cooling system that may keep a low temperature while the PC is working and mix it with compelled air circulation to stop condensation. The consequence was the proper setup to get pleasure from an evening of gaming with mates with a cool recreation and a chilly beer.
“We needed to click on with a phase of avid gamers that few manufacturers often think about: PC avid gamers”, says Andrey Tyukavkin, Govt Artistic Director of LeGarage and Lead Engineer of the mission. “And inside the PC gaming group, we needed 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 bizarre 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 might run a PC construct. So we knew this was one thing avid gamers needed and one thing that may resonate with the group and with the tradition.”
TH3 G4M1NG FR1DG3, will indicate a number of activations by means of the next months for followers to get their palms 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 gadget may even make a particular look on the Brazilian revamped Twitch present ‘Aprovado’, to rejoice Heineken’s one hundred and fiftieth anniversary. To crown the marketing campaign, Heineken 0,0 might be current on the award ceremony organized by the CBLoL 2023 – the largest League of Legends competitors in Brazil – in Autumn, as one of many predominant sponsors of the championship, to reward the successful group 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 12 months, Heineken® unveiled ‘Not All Nights Out are Out’, a marketing campaign celebrating socialization within the gaming group. It launched with ‘Simply One other Night time Out’, a movie a few group of mates that meet for beers in a recreation as an alternative of a bar.
The primary movie, directed by Frederic Planchon, one of many high names in world promoting, is entitled Simply One other Night time Out and tells the story of Alex and three mates, with the protagonist going through varied challenges on the way in which to an evening of enjoyable, with town of São Paulo as background. The marketing campaign additionally has three facet tales, every directed to one of many three predominant clusters of the gamer universe: informal avid gamers, with the movie Date Night time; hardcore avid gamers, with Final Spherical; and the third, the stream group, with Watch Celebration, with the participation of Gaules, one of many best-known recreation streamers on the earth and
companion 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 Recreation Bars’ dropped at life ‘The Icebox Bar’, an actual Heineken® 0,0 bar in São Paulo primarily based 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’), turning into the second greatest 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, situated 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 contains Heineken®, Sol, Amstel, Amstel Extremely, Tiger, Lagunitas, Kaiser, Bavaria, Eisenbahn, Baden Baden, Devassa, Schin, Glacial, and No Grau. The non-alcoholic portfolio contains Água Schin, Schin Tônica, Skinka and Itubaína delicate 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 earth” – Kantar 2021, “top-of-the-line and bravest companies on the planet” for the Contagious Pioneers rating 2022) & best-in-class knowledge, media, and expertise experience from throughout Publicis Groupe. We imagine that manufacturers can now not merely talk with shoppers and should now earn their place in folks’s each day lives. Acknowledged in another way – it’s about serving to manufacturers ship actual worth (reasonably than messages). That’s why Le Pub is obsessive about creating progressive 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.
