Heineken • The Gaming Fridge
2024 • Gaming • Alcoholic drinks - beer • Cross-country • Global
Heineken did “The Gaming Fridge” using liquid cooling expertise to combat overheating in gaming PCs.
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The big idea of this campaign was for Heineken to tap into the gaming culture to address the issue of overheating, shared by both gamers and the brand. By creating The Gaming Fridge, a custom gaming PC that also functions as a Heineken fridge, the campaign aimed to engage with Gen Z gamers, enhance socialization within the gaming community, and position Heineken as a relevant brand in the gaming world.
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The challenge of this campaign was to changeThe challenge of this campaign was to find a way for Heineken, a well-established beer brand, to connect with Generation Z, who are more interested in gaming than in traditional alcoholic beverages.
The aim was to create a relevant and engaging solution that could bridge the gap between the brand and this specific demographic by tapping into gaming culture and addressing a common issue faced by both gamers and beer – overheating.
The challenge also included crafting a unique and innovative product, The Gaming Fridge, that would resonate with gamers worldwide and establish Heineken as a brand associated with gaming in a meaningful way. the perception among media planners that Spotify Advertising was solely an audio-only platform, and to showcase the platform's video and multiformat ad capabilities in a memorable and impactful way.
The goal was to break through the noise in the industry and demonstrate the value and creativity that Spotify Advertising could bring to media plans.
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The target group of this campaign was Gen Z gamers, who are deeply immersed in the gaming culture and represent a significant portion of the global gaming community. These individuals prioritize gaming as a form of socialization and self-expression, making it a key platform for brands like Heineken to engage with them. By tapping into the gaming culture and addressing a common issue of CPU overheating, Heineken aimed to establish a genuine connection with this audience and elevate the brand's relevance among Gen Z consumers.
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The Heineken Gaming Fridge campaign successfully impacted over 340 million gamers worldwide and generated over 25 million dollars in earned media. The initiative led to the highest Brand Power in Heineken's history with Gen Z, showing an average growth rate of 10%. Kantar also noted that the campaign achieved the highest level of differentiation in the brand's history.
As a result, Heineken has become the beer brand most associated with gaming, according to PBG 24. The campaign effectively made Heineken relevant in the gaming world and was well-received by the target audience, establishing a strong connection between the brand and gamers.
