Beer Matchmaking aims to connect people who have similar interests and levels of gameplay to ensure the perfect match
Every gamer has come across this situation – they’re ready to play but none of their friends is available, either because they have different interests or different schedules. The solution is to resort to the game’s matchmaker, at the risk of ending up playing against someone who is at a very different level of gameplay and, consequently, taking the excitement out of the game.
So during the first half of April, Heineken launched the Beer Matchmaking, a platform that maps the profile of consumers who register on the page and then selects players based on details such as their favourite games, consoles, available schedules, and the level of players who are looking for a match, promoting the ideal match.
The initiative is part of the brand’s global campaign, Not All Nights Out Are Out, created by the agency Le Pub Brazil, whose goal is to show that gamers are not antisocial, and that gaming is also an environment for socialising and celebrating. Beer Matchmaking is another tool to connect adult people who play games, drink beer, and share common interests.
Igor de Castro Oliveira, senior marketing manager for Heineken 0.0 in Brazil, explained, “This platform comes to solve the problem faced by gamers in a simple and interesting way. Heineken once again fulfills its purpose of connecting people, even across different platforms. Beer Matchmaking is part of a larger movement that shows that friendships and good relationships are also built online and through games,” he says.
The platform is free of charge and can be accessed on any device, offering a match for several different games all at once, such as Fortnite, Valorant, FIFA 23, LoL, and Destiny 2.
To celebrate its launch, Heineken created special, collectible editions of its packaging, customised with four different game modes – Moba (Multiplayer Online Battle Arena), FPS (First Person Shooter), Sports, and RPG. The packaging contains QR Codes that direct gamers to the Beer Matchmaking platform.
The special packaging with the game categories can be purchased in Brazilian supermarkets or through delivery and will be available while stocks last.
Credits:
Client: Heineken Brazil
Chief Executive Officer: Mauricio Giamellaro
Chief Marketing Officer: Nabil Nasser
Senior Brand Directors: Eduardo Picarelli & Igor de Castro
Trade Manager: William Mazzucatto
Marketing Coordinato: Marina Awada
Head of PR: Adriana Teixeira
Data Specialist: Geisy Panisset
Trade Coordinator: Giovanni Petriccione
Games Specialist: Henrique Nunes
Senior Director Global Heineken Brand: Bram Westenbrink
Global Communication Director: Agnieszka Gorecki
Global Communication Manager: Guilherme Retz
Agency: Le Pub Brazil
Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy: Bruno Bertelli
Global Chief Creative Officers: Cristiana Boccassini & Mihnea Gheorghiu
Chief Creative Officer Brazil: Felipe Cury
Global Executive Creative Director: Andrey Tyukavkin
Brazil Creative Directors: Greg Kickow & Alex Adati
Associate Creative Directors: Stefano Zanoni & Roberto Ardigò
Senior Copywriter: Vinicius Biss LePub
Art Director: Mauro Elton
Copywriter: David Casares
Junior Art Director: Emanuela Gein Lombardi
Junior Copywriter: Natasha Anatra
Business Director: Jayme Neto
Group Account Director: Ilaria Castiglioni Head of Digital Production: Vittorio Cafiero
Global Strategy Directors: Monica Radulescu & James Moore
Head of Strategy: Silvia Paes
Global Data Strategist: lko Petkov
Data Strategist: Andrea Battista t
Global Chief Production Officer: Francesca Zazzera
Producers: Marcia Lacazze & Sabrina Sanfratello
