Heineken makes a move toward the eSports market with the release of a new digital campaign and uplifting spot titled “Just Another Night Out.”
The spot, set to Queen’s “Don’t Stop Me Now,” is a dream come true for introverts looking to spend a night at home after a day of adult tasks. The ad follows a group of friends making plans via text to spend some quality time together in the evening.
As one of the friends rushes from across the city to meet them, she encounters all kinds of obstacles, from missing her subway by seconds to an unexpected downpour that leaves her drenched. Finally arriving home, she reaches into her fridge for a Heineken before sitting down with her laptop, unexpectedly joining her friends in an e-sporting game online.
“Not all nights out are out,” states the slogan at the end of Heineken’s new spot.
"We entered the universe of games because we have something in common: the fact that socialization is both the core of our brand and the gamer community," says the director of Heineken’s Brazillian business unit, Eduardo Picarelli.
Created by Publicis Groupe Le Pub's gaming and innovation division Le Garage, the global campaign initially debuted in Brazil where market research showed that 88% of the population are gamers.
By breaking into the eSports market, Heineken is offering a refreshing alternative to the way gamers have been represented in the media thus far. Tackling the stereotype that gamers are inherently antisocial creatures, primarily men and largely in their late teens and early 20s, the legendary beer brand is offering audiences something new to dive into.
Additionally, energy drinks have generally been the drink of choice for eSports with Red Bull having entered the market as early as 2006. Heineken’s branding as a beverage to crack open while playing with friends online further shifts the perception of both esports and beer.
"The role chosen for Heineken in this campaign is to demystify the image of the gamer isolated from friends,” added Picarelli.
Following the “Just Another Night Out” spot, Heineken will be releasing gaming challenges on Twitch, TikTok and In-Game Bars. Delivery app iFood will also now offer gamers the option to order Heineken beverages directly to their home.