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Part of the global campaign ‘Not All Nights Out are Out’, this project is another effort by the Dutch brand to give gamers new and innovative tools to socialize while gaming.
September 4th, 2023 – Heineken® is launching ‘TH3 G4M1NG FR1DG3’, a custom-made PC integrated with a Heineken® beer fridge thanks to an innovative cooling system. It is designed to cool down both the PC hardware and the bottles inside, so gamers can enjoy a cold Heineken® while playing their favorite game.
This is the latest installment of the ‘Not All Nights Out are Out’ campaign, launched in March this year, to highlight the importance of making the most of the moments of socialization within the gamer culture, focusing on the connection between players and the brand.
“TH3 G4M1NG FR1DG3 is yet another unique tool for us to communicate our ‘Not All Nights Out are Out’ campaign, which shows that gaming and socializing are connected”, says Igor de Castro, Senior Marketing Manager for the Heineken® 0.0 brand in Brazil. “We are very excited to bring this innovation to the public, players and consumers alike, connecting even more with the gamer community and giving them the chance to have a customized, themed PC and enjoy a cold Heineken® or Heineken® 0.0 with their favorite games”.
To bring this technology to life, Heineken® partnered with its ad hoc creative advertising agency, LePub Brazil. “Heineken® is able to provide moments of socialization wherever it is, and this is the brand’s mission, in addition to breaking stereotypes. TH3 G4M1NG FR1DG3 is yet another action of this kind, bringing a conviviality to the gamer universe, both appreciating this moment and showing that the gamer universe is extremely social, that Heineken® 0,0 and games really go well together. Especially since you need to cool both beer and hardware and Heineken® really mastered the former”, explains Felipe Cury,
Chief Creative Officer of LePub Brazil.
The device repurposes a Heineken® 0,0 fridge to allocate a fully working custom PC build within the space usually reserved for beer bottles. The setup allows the fridge to cool down both the hardware and the beer bottles, providing a controlled temperature environment for both.
To solve the technical challenges of combining a PC build with a fridge, the team reached out to LeGarage, LePub’s Innovation and Gaming Hub. The team engineered a custom cooling system that would maintain a low temperature whilst the PC is working and combine it with forced air circulation to prevent condensation. The result was the perfect setup to enjoy a night of gaming with friends with a cool game and a cold beer.
“We wanted to click with a segment of gamers that few brands usually consider: PC gamers”, says Andrey Tyukavkin, Executive Creative Director of LeGarage and Lead Engineer of the project. “And within the PC gaming community, we wanted to appreciate a culture of “modders” – people who customize their builds, modify the design and architecture of the machine, and socialize by sharing their specs and unique looks with each other. Really amazing and weird things have come out of that trend, and we saw that several creators had been attempting to make a working beer fridge that could run a PC build. So we knew this was something gamers wanted and something that would resonate with the community and with the culture.”
TH3 G4M1NG FR1DG3, will imply several activations through the following months for fans to get their hands on the limited edition of TH3 G4M1NG FR1DG3. Heineken has partnered with Gaules, Brazil’s top Twitch streamer, to host a giveaway among his 4 million followers on his channel. The device will also make a special appearance on the Brazilian revamped Twitch show ‘Aprovado’, to celebrate Heineken’s 150th anniversary. To crown the campaign, Heineken 0,0 will be present at the award ceremony organized by the CBLoL 2023 – the biggest League of Legends competition in Brazil – in Autumn, as one of the main sponsors of the championship, to reward the winning team with a set of TH3 G4M1NG FR1DG3.
PC build 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 Express 3.0 3D TLC NVMe
Fan: Noua Haku RGB TDP 280 W
Idle temperature: 0-2°C
Full load temperature: 3-6°C
About the campaign ‘Not All Nights Out are Out’
Earlier this year, Heineken® unveiled ‘Not All Nights Out are Out’, a campaign celebrating socialization in the gaming community. It launched with ‘Just Another Night Out’, a film about a group of friends that meet for beers in a game instead of a bar.
The main film, directed by Frederic Planchon, one of the top names in world advertising, is entitled Just Another Night Out and tells the story of Alex and three friends, with the protagonist facing various challenges on the way to a night of fun, with the city of São Paulo as background. The campaign also has three side stories, each directed to one of the three main clusters of the gamer universe: casual gamers, with the film Date Night; hardcore gamers, with Last Round; and the third, the stream community, with Watch Party, with the participation of Gaules, one of the best-known game streamers in the world and
partner of Heineken® 0.0.
Soon after the release of the film came the first activation, ‘Beermatchmaking’, which helped gamers bypass the matchmaking algorithm in their favorite games by finding more suitable squads to play with at Heineken® points of sale. Then, ‘Real Game Bars’ brought to life ‘The Icebox Bar’, a real Heineken® 0,0 bar in São Paulo based on the fan-favorite Valorant map.
About the HEINEKEN Group in Brazil
The HEINEKEN Group arrived in Brazil in May 2010, after acquiring the beer division of the FEMSA Group, and in 2017 acquired Brazil Kirin Holding S.A (‘Brazil Kirin’), becoming the second biggest player in the Brazilian beer market. The Group generates more than 14,000 jobs and has 14 production units in Brazil, including 12 breweries, located 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 includes Heineken®, Sol, Amstel, Amstel Ultra, Tiger, Lagunitas, Kaiser, Bavaria, Eisenbahn, Baden Baden, Devassa, Schin, Glacial, and No Grau. The non-alcoholic portfolio includes Água Schin, Schin Tônica, Skinka and Itubaína soft drinks, Viva Schin, and FYs. Headquartered in São Paulo, the company is a subsidiary of HEINEKEN NV, Europe’s largest brewery.
About LePub
Le Pub was created by combining the renowned Publicis Italy (“#1 Creative Agency in World” – Adweek 2021, #1 Creative Agency in World” – WARC 2022, “#2 Creative Agency in the World” at Cannes 2021, “Most Effective Ad in the world” – Kantar 2021, “one of the best and bravest agencies on the planet” for the Contagious Pioneers ranking 2022) & best-in-class data, media, and technology expertise from across Publicis Groupe. We believe that brands can no longer merely communicate with consumers and must now earn their place in people’s daily lives. Stated differently – it’s about helping brands deliver real value (rather than messages). That’s why Le Pub is obsessed with creating innovative experiences that matter enough to “live in culture”. Fueled by rich global data and powered by world class creativity – Le Pub is where Brands meets Culture.
