Interactive race game with Max Verstappen

The Player 0.0 initiative is part of Heineken’s global responsible consumption platform, When You Drive, Never Drink, which was conceived to champion responsible consumption, expanding to new audiences in the world of virtual racing. Underscoring that the best drivers are those who choose not to drink.

Project Challenge

Heineken sought to promote their Player 0.0 campaign featuring Formula 1 champion Max Verstappen in a noticeable and effective way. They wanted an innovative way to engage fans and reinforce the message of responsible drinking. The challenge was to create a web based mobile racing experience that would resonate with both racing enthusiasts and the general public and would serve as a qualifying mechanism for the next round of the Player 0.0 competition.

Also the game needed to be developed in a scalable way making it possible to launch it and personalize it for multiple countries all over the world.

We drew inspiration for the game from the thrilling "When You Drink, Never Drive" commercial featuring Max Verstappen. In the commercial, Max drives off into the city, and that's exactly where our game picks up. We've developed an exhilarating obstacle race where players navigate their cars through a vibrant, bustling nightlife city, mirroring the excitement of the ad.

The objective is simple yet challenging: dodge obstacles and drive as far as possible without crashing. As you progress, the game intensifies. Obstacles become more frequent, and your car's speed increases, testing your reflexes and driving skills to the limit.

Can you handle the adrenaline rush and navigate through the night without a scratch? Or will you succumb to the chaos of the vibrant nightlife? The longer you drive, the higher your score, but one mistake could end it all. Get ready for a heart-pounding ride where every second and decision counts!

Currently, the game has been successfully launched in numerous countries worldwide, including Spain, Australia, Ecuador, Ireland, and Poland. With hundreds of thousands of players and an average session time of around four minutes, the game has proven to be a great success.

The innovative campaign successfully extended the Heineken Player 0.0 message into an interactive and engaging format, fostering a deeper connection between the brand and its audience. The seamless integration of the commercial into the gaming experience, coupled with the excitement of a competitive racing game, positioned Heineken as a leader in creative digital marketing.

ENGAGE YOUR OWN AUDIENCE

Are you ready to create an unforgettable digital experience that captivates and engages your audience? Contact us today to bring your vision to life with innovative and interactive campaigns.

A creative, tech based fan engagement agency. We build digital experiences that attract, engage and entertain your fans.