Heineken’s Not All Nights Out are Out campaign continues, this time tapping into the surging gaming phenomenon. LePub Brazil has created a custom-made PC integrated with a Heineken beer fridge thanks to an innovative cooling system. It is designed to cool down both the PC hardware and the bottles inside, so gamers can enjoy a cold Heineken while playing their favourite game. The device, configured by LeGarage, LePub’s innovation and gaming hub, repurposes a Heineken 0.0 fridge to incorporate a fully working custom PC build within the space usually reserved for beer bottles. The team engineered a custom cooling system that would maintain a low temperature while the PC is working and combine it with forced air circulation to prevent condensation.
“We wanted to click with a segment of gamers that few brands usually consider: PC gamers,” added Andrey Tyukavkin, executive creative director of LeGarage and lead engineer of the project. “And within the PC gaming community, we wanted to appreciate a culture of “modders” – people who customise their builds, modify the design and architecture of the machine, and socialise by sharing their specs and unique looks with each other. Really amazing and weird things have come out of that trend, and we saw that several creators had been attempting to make a working beer fridge that could run a PC build. So we knew this was something gamers wanted and something that would resonate with the community and with the culture.”
Not All Nights Out are Out launched in March this year, highlights the importance of making the most of the moments of socialisation within the gamer culture and builds a bvond between players and Heineken.
“TH3 G4M1NG FR1DG3 is yet another unique tool for us to communicate our Not All Nights Out are Out campaign, which shows that gaming and socialising are connected,” stated Igor de Castro, senior marketing manager for the Heineken 0.0 brand in Brazil. “We are very excited to bring this innovation to the public, players and consumers alike, connecting even more with the gamer community and giving them the chance to have a customised, themed PC and enjoy a cold Heineken or Heineken 0.0 with their favourite games.”
The campaign fights the stigma of gaming as an isolated pastime, bringing a conviviality to the gamer universe and showing that the gamer universe is extremely social and that Heineken 0.0 and games really go well together.
TH3 G4M1NG FR1DG3, will be involved in several activations through the following months for fans to get their hands on the limited-edition device. Heineken has partnered with Gaules, Brazil’s top Twitch streamer, to host a giveaway among his 4 million followers on his channel. The device will also make a special appearance on the Brazilian revamped Twitch show, Aprovado, to celebrate Heineken’s 150th anniversary. To crown the campaign, Heineken 0.0 will be present at the award ceremony organised by the CBLoL 2023, the biggest League of Legends competition in Brazil, in Autumn, as one of the main sponsors of the championship, to reward the winning team with a set of TH3 G4M1NG FR1DG3.
PC build specs:
GPU: ASUS Phoenix NVIDIA GeForce GTX 1650 V2 OC GDDR6 4 GB Motherboard: Asrock B550M-ITX/ac Socket AM4 mini ITX AMD B550 Processor: AMD Ryzen 7 5700G 8-Core 3,8 GHz
RAM: Corsair Vengeance RGB PRO 16 GB (2×8 GB) DDR4 3200 MHz C16 SSD: ADATA XPG Spectrix S40G M.2 1 TB PCI Express 3.0 3D TLC NVMe Fan: Noua Haku RGB TDP 280 W
Idle temperature: 0-2°C
Full load temperature: 3-6°C
