Dive Brief:
- Heineken 0.0, the non-alcoholic beer brand, is bringing its simulated mobile racing competition, “Player 0.0,” to the U.S., per a press release. The move is part of Heineken’s larger efforts to promote safe driving.
- The initiative, which has already been running in markets including Brazil, Canada and the Netherlands, pits players against top-tier drivers in an immersive game of speed and skill where safe driving is paramount. The game is designed to reinforce the brand’s “When You Drive, Never Drink” campaign.
- To promote both the mobile game competition and the broader safe-driving campaign, Heineken 0.0 has enlisted F1 champion driver Max Verstappen to appear in an ad promoting the non-alcoholic beer.
Dive Insight:
Heineken is no stranger to using gaming to promote its products to younger consumers who have shown an affinity for the hobby. The beer maker previously created a matchmaking platform to connect gamers and a PC-beer fridge combo. The trend continues with the “Player 0.0” initiative, which has already been successful in Brazil, Canada and the Netherlands, and is now coming to the U.S.
The mobile-minded competition asks participants to register at a website where they can play the game. Unlike traditional racing games, where the player with the fastest time earns the most points, the object of Player 0.0 is to be the best driver by avoiding obstacles and driving safely. (The game ends if the player crashes.)
The competition’s top six players will earn a chance to compete in the Player 0.0 U.S. Finals in October. The winner of that competition will head to Madrid for the Global Finals, competing against champions from around the world. At that event, champions will have an opportunity to meet F1 champion racer Verstappen, an ambassador on the effort.
“We believe entertainment and community can influence safe driving and moderate drinking,” said Heineken USA CMO Jonnie Cahill, in a press statement. “We are thrilled to bring the excitement of the Player 0.0 gaming platform to the states, to meet our customers where they are, embrace the fun and excitement of gaming, and remind them the best driver is the one who is not drinking.”
The safe-driving message is reinforced through a spot featuring Verstappen. In the commercial, a group of friends at a bar designate the evening’s driver by confirming who among their group is the best behind the wheel. (No surprise: it’s Verstappen.) The scenario continues on several other occasions until Verstappen is shown with a beer in his hands, at which point the best driver is determined to be the one not drinking. The twist in the ad comes when Verstappen shows he is drinking Heineken 0.0, a non-alcoholic beer, and can still drive himself home.
Since debuting in 2017, Heineken 0.0 has received heavy marketing investment, helping push it to the top of the non-alcoholic category as more consumers, including young consumers, embrace a sober lifestyle. The brand has been part of the biggest advertising events, including the past few Super Bowls, and had a heavy presence at this year’s U.S. Open. Heineken has also worked hard to appeal to consumers by being part of pop culture touchstones, partnering with Marvel’s Ant-Man movie franchise and sponsoring segments on “Late Night with Seth Meyers.”
