{"id":6495,"date":"2023-09-09T08:04:34","date_gmt":"2023-09-09T07:04:34","guid":{"rendered":"https:\/\/brandsenvoy.com\/?p=6495"},"modified":"2023-09-09T08:04:34","modified_gmt":"2023-09-09T07:04:34","slug":"heineken-combines-pc-with-beer-fridge-in-overture-to-hardcore-gamers","status":"publish","type":"post","link":"https:\/\/brandsenvoy.com\/blog\/heineken-combines-pc-with-beer-fridge-in-overture-to-hardcore-gamers\/","title":{"rendered":"Heineken combines PC with beer fridge in overture to hardcore gamers"},"content":{"rendered":"<p>The gaming device targeted at Brazilian consumers follows a $300 million investment in the region.<\/p>\n<h3>Dive Brief:<\/h3>\n<ul>\n<li>Heineken\u2019s Brazil group and Publicis Groupe\u2019s LePub Brazil have designed a functioning gaming PC that doubles as a fridge to keep beverages cold, per details shared with Marketing Dive.<\/li>\n<li>Dubbed \u201cTH3 G4M1NG FR1DG3\u201d \u2014 a nod to online parlance known as leet speak \u2014 the hardware is part of Heineken\u2019s \u201cNot All Nights Out are Out\u201d campaign targeted at gamers and was developed with LePub\u2019s LeGarage innovation team. Heineken is aiming to draw the interest of PC modders who customize their own rigs rather than use an out-of-the-box product.<\/li>\n<li>The hangout-ready PC will be promoted through a partnership with Gaules, Brazil\u2019s top Twitch streamer, who will host a giveaway for his 4 million followers. Heineken is also showing off the hybrid device on the revamped Twitch show \u201cAprovado\u201d and during a \u201cLeague of Legends\u201d competition in Brazil this fall.<\/li>\n<\/ul>\n<div class=\"hybrid-ad-wrapper hide-small show-large\">\n<div class=\"hybrid-ad-inner-wrapper\">\n<div class=\"hide-small show-large\">\n<div data-container-ad-unit-id=\"\/21662595662\/marketingdive\/marketingdivehybrid2-desktop\">\n<div class=\"row native-ad-studio-id studioid-responsive-ad native-ad\">\n<div class=\"graphic\">Heineken is seeking to level up its gaming strategy beyond conventional ads into the complex realm of PC hardware. PC gamers are among the most hardcore in the gaming community. Rather than buy consoles, such as Xbox or PlayStation, whose technical specifications are prefab at retail, PC gamers construct their rigs piece by piece, with <a href=\"http:\/\/www.pcgamer.com\/the-most-absurdly-expensive-pc-accessories-and-components\/\">often expensive component parts<\/a>\u00a0that require a higher degree of technical know-how to assemble.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><a href=\"https:\/\/brandsenvoy.com\/heineken-internal-data-platformion-making\/\">Heineken<\/a> and agency partner LePub, in conjunction with LePub\u2019s LeGarage innovation unit, are targeting this niche after noticing that enthusiasts, or \u201cmodders,\u201d were already building PCs with beer fridges attached. The initiative is part of a larger global campaign launched in March called \u201cNot All Nights Out are Out,\u201d which focuses on how an indoor hobby like gaming can still be an opportunity to socialize and drink Heineken.<\/p>\n<p>\u201cWe wanted to click with a segment of gamers that few brands usually consider: PC gamers,\u201d said Andrey Tyukavkin, executive creative director of LeGarage and the lead engineer on the effort. \u201cAnd within the PC gaming community, we wanted to appreciate a culture of \u2018modders\u2019 \u2014\u00a0people who customize their builds, modify the design and architecture of the machine and socialize by sharing their specs and unique looks with each other.\u201d<\/p>\n<p>\u201cTH3 G4M1NG FR1DG3\u201d takes advantage of the fact that many PCs need a built-in cooling system to operate without overheating. LeGarage crafted a custom cooling system that can maintain a lower temperature and applied forced air circulation to prevent condensation that could damage the hardware. The fridge itself is intended for Heineken 0.0, a non-alcoholic option that has become an increasingly\u00a0key part of the company\u2019s beverage portfolio\u00a0and has a presence at gaming events.<\/p>\n<p>Heineken is seeking to raise awareness for its hybrid invention by working with a popular Twitch creator, Gaules, and promoting the device around key gaming occasions in Brazil. \u201cTH3 G4M1NG FR1DG3\u201d will be given to the winning team of Brazil\u2019s largest \u201cLeague of Legends\u201d competition, which is hosted later this year and has an awards ceremony organized as the CBLoL 2023.<\/p>\n<p>The novelty PC product and \u201cNot All Nights Out are Out\u201d platform complement Heineken\u2019s plan to drive more growth in Brazil, one of its largest markets. The European brewer in May invested\u00a0<a href=\"https:\/\/www.reuters.com\/business\/retail-consumer\/heineken-invest-300-million-brazil-expand-premium-beer-portfolio-2023-05-04\/\">$300 million in the region to support an expansion<\/a>\u00a0of its premium and single-malt beer offerings.<\/p>\n<p>While Heineken\u2019s PC carries a level of sophistication \u2014 the brand in a press release shared technical specs for parts like the GPU, processor and motherboard \u2014 it\u2019s not the first to try and crack the gaming hardware code. KFC in 2021 released a video game console called\u00a0the KFConsole that came with a built-in \u201cchicken chamber\u201d for keeping food warm.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The gaming device targeted at Brazilian consumers follows a $300 million investment in the region. Dive Brief: Heineken\u2019s Brazil group and Publicis Groupe\u2019s LePub Brazil have designed a functioning gaming PC that doubles as a fridge to keep beverages cold, per details shared with Marketing Dive. Dubbed \u201cTH3 G4M1NG FR1DG3\u201d \u2014 a nod to online [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6496,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[167,163,175,153,217],"tags":[],"class_list":["post-6495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-news","category-campaigns","category-drinks","category-life-style","category-packaging"],"featured_image_src":{"landsacpe":["https:\/\/brandsenvoy.com\/blog\/wp-content\/uploads\/2023\/09\/heineken-gaming-fridge-1140x445.jpg",1140,445,true],"list":["https:\/\/brandsenvoy.com\/blog\/wp-content\/uploads\/2023\/09\/heineken-gaming-fridge-463x348.jpg",463,348,true],"medium":["https:\/\/brandsenvoy.com\/blog\/wp-content\/uploads\/2023\/09\/heineken-gaming-fridge-300x169.jpg",300,169,true],"full":["https:\/\/brandsenvoy.com\/blog\/wp-content\/uploads\/2023\/09\/heineken-gaming-fridge.jpg",1200,675,false]},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.1 (Yoast SEO v28.2) - 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