- Heineken’s Brazil group and Publicis Groupe’s LePub Brazil have designed a functioning gaming PC that doubles as a fridge to keep beverages cold, per details shared with Marketing Dive.
- Dubbed “TH3 G4M1NG FR1DG3” — a nod to online parlance often called leet speak — the hardware is an element of Heineken’s “Not All Nights Out are Out” campaign targeted at gamers and was developed with LePub’s LeGarage innovation team. Heineken is aiming to draw the interest of PC modders who customize their very own rigs moderately than use an out-of-the-box product.
- The hangout-ready PC will likely be promoted through a partnership with Gaules, Brazil’s top Twitch streamer, who will host a giveaway for his 4 million followers. Heineken can also be showing off the hybrid device on the revamped Twitch show “Aprovado” and through a “League of Legends” competition in Brazil this fall.
Heineken is in search of to level up its gaming strategy beyond conventional ads into the complex realm of PC hardware. PC gamers are amongst probably the most hardcore in the gaming community. Rather than buy consoles, reminiscent of Xbox or PlayStation, whose technical specifications are prefab at retail, PC gamers construct their rigs piece by piece, with often expensive component parts that require a better degree of technical know-how to assemble.
Heineken and agency partner LePub, in conjunction with LePub’s LeGarage innovation unit, are targeting this area of interest after noticing that enthusiasts, or “modders,” were already constructing PCs with beer fridges attached. The initiative is an element of a bigger global campaign launched in March called “Not All Nights Out are Out,” which focuses on how an indoor hobby like gaming can still be a possibility to socialize and drink Heineken.
“We wanted to click with a segment of gamers that few brands normally consider: PC gamers,” said Andrey Tyukavkin, executive creative director of LeGarage and the lead engineer on the trouble. “And inside the PC gaming community, we wanted to appreciate a culture of ‘modders’ — individuals who customize their builds, modify the design and architecture of the machine and socialize by sharing their specs and unique looks with one another.”
“TH3 G4M1NG FR1DG3” takes advantage of the indisputable fact that many PCs need a built-in cooling system to operate without overheating. LeGarage crafted a custom cooling system that may maintain a lower temperature and applied forced air circulation to prevent condensation that would damage the hardware. The fridge itself is meant for Heineken 0.0, a non-alcoholic option that has change into an increasingly key a part of the corporate’s beverage portfolio and has a presence at gaming events.
Heineken is in search of to raise awareness for its hybrid invention by working with a preferred Twitch creator, Gaules, and promoting the device around key gaming occasions in Brazil. “TH3 G4M1NG FR1DG3” will likely be given to the winning team of Brazil’s largest “League of Legends” competition, which is hosted later this 12 months and has an awards ceremony organized because the CBLoL 2023.
The novelty PC product and “Not All Nights Out are Out” platform complement Heineken’s plan to drive more growth in Brazil, one in every of its largest markets. The European brewer in May invested $300 million in the region to support an expansion of its premium and single-malt beer offerings.
While Heineken’s PC carries a level of sophistication — the brand in a press release shared technical specs for parts just like the GPU, processor and motherboard — it’s not the primary to attempt to crack the gaming hardware code. KFC in 2021 released a video game console called the KFConsole that got here with a built-in “chicken chamber” for keeping food warm.
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