Formula One (F1) sponsor Heineken launched its previously teased Player 0.0 gaming initiative around the Rolex Australian Grand Prix with a nationwide, multi-site Sim Racing tournament that seeks to engage and entertain Aussie F1 fans and promote the brewer’s no-alcohol beer.
The project was developed in a partnership with F1 Red Bull Racing driver and two-time World Champion Max Verstappen – a keen gamer – and the campaign includes a line-up of local influencer talent including Heartbreak High actor Josh Heuston and gamer Stephanie ‘Hex’ Bendixsen.
The ambassadors front a campaign inviting Australians to race around a virtual F1 racetrack at event sites established across the country in Sydney, Perth and Melbourne. The winner from each pop-up activation will win a trip to attend the F1 Rolex Australian Grand Prix 2023 in Melbourne’s at Albert Park from (held between 30 March and 2 April 2023) where they will compete for the national ‘Australian Heineken Player 0.0 Champion’ title.
Heineken’s Player 0.0 activations take place at:
Sydney: Westfield Parramatta, 10 – 12 March
Perth: Brass Monkey, Northbridge, 17 – 19 March
Melbourne: Chadstone Shopping Centre, 24 – 26 March
The activation was promoted through social content and was created and launched in tandem with agency Publicis, activated by Momentum Worldwide, promoted through PR shop Herd MSL, while media was handled by UM.
Other elements of Heineken’s Australian Grand Prix’s activation programme include a ‘Heineken Saturday’ free (ticketed) event featuring local acts like DJ Hayden James, Kinder and Crooked Colours, as well as a variety of ad platforms and formats hyping anticipation and excitement around the event, as well as at-track race experiences, hospitality and branding. There is also a list-building online F1 quiz incentivising participation with the lure of winning tickets (plus travel and accommodation) to the race.
“We are incredibly excited to launch Heineken Player 0.0 with global superstar Max Verstappen as well as working with local fans of the sport, Josh Heuston and Stephanie Bendixsen,” explained Heineken Australia Country Manager Dino Bozzone. “From IRL to URL – the launch of Heineken Player 0.0 enables us to entertain and unite F1’s passionate and growing fanbase in new ways, as we spread the message of ‘Enjoy Heineken Responsibly’ even further.”
The initiative was developed by Heineken’s global creative agency Publicis with activation agency Momentum Worldwide where the team included Group Account Director Angela McGlinchey, Account Manager Vasudha Arora, Executive Producer Renee Schembri and Executive Creative Director Matt Batten.
The PR and influencer strands were run through a group at agency Herd MSL which included Strategy Director Steph Banno, Senior Account Director Bryony Czujko, Senior Account Manager Cat Schwerdt, Senior Account Executive Nikki Carruthers and Account Executive Ishwari Naicker.
Media was handled by agency UM’s Senior Client Director Lauren Thornborough, Senior Integrated Planning Director Amy Cummins and Performance Manager Ryan McIntosh.
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Originally teased in February, Player 0.0 is a new strand of Heineken’s global campaign ‘When You Drive, Never Drink’ which sees the brand encourage responsible consumption through its stable of global sponsorships including its F1 association 9scuh as its 2022 Miami Grand Prix ‘The Night Is Full Of Great Drivers’ initiative).
Heineken has long been a major sponsor of F1 with an official global partnership dating back to 2016 and campaign adds to its work with the series rights owner which includes race title sponsorships with the Italian Grand Prix at Monza and the new 2023 ‘Las Vegas Grand Prix’ under its Heineken Silver brand.
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