Gaming is often stereotyped as a reclusive pastime, but Heineken is challenging that notion with a celebration of its community spirit.

The beer brand’s first major campaign dedicated to gamers taps into an insight well-known among that audience: online games are just another way to socialize. A film, titled Just Another Night Out, tells the story of Alex and three friends who are organizing a time to hang out. 

Set in the Brazilian city of São Paulo, the ad shows the group texting each other from various locations including a boxing ring, a barber’s chair and an orchestra rehearsal as they arrange to meet up that night. As they rush to make it on time, grabbing bottles of Heineken from their fridges, it’s revealed that they are meeting online in a game rather than a bar. 

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

The global campaign launches in Brazil because it is one of the largest gaming markets in the world, with 88% of the population playing video games on some type of device. 

Beyond the commercial, the campaign includes several gaming activations. “In-Games Bars” will offer vouchers for Heineken products within 2,700 mobile games, while delivery food and drink app IFood will allow gamers to order the brand’s beverages. 

Additionally, Heineken has teamed up with São Paulo supermarket chain St. Marche for a “Beer Matchmaking” experience meeting a common complaint of gamers trying to connect with others. Through a limited-edition Heineken bottle with a QR code, players can find matches according to their favorite type of game. 

The brand will also partner with streaming platform Twitch and TikTok for a series of gaming challenges.

Publicis Groupe creative shop Le Pub developed the campaign through its gaming and innovation division Le Garage. Frederic Planchon directed the film through production company Academy Films. 

Pagine: 1 2