Heineken Connects Gamers Through 'Beer Matchmaking'
A common misconception about gamers is that they're antisocial. Heineken is doing its part to crush this stereotype through the latest addition to its "Not All Nights Out Are Out" campaign.
Created by Le Pub Brazil, "Beer Matchmaking" lets players find equally-matched opponents to when their fave gamer friends (and foes) are busy. It's bound to happen sometime!
The platform is free and matches users based on playing levels. More than 10,000 people have registered to date. Participants answer questions about their preferred games, consoles, tags, abilities and schedules. (No one wants to be thrust into virtual combat with someone way above their skillset. Where's the fun in that?) The tool is accessible on any platform and several games, including Fortnite, Free Fire, Valorant, FIFA 23, LoL and Destiny 2.
Heineken created collectible bottles, available in Brazilian supermarkets, customized with four different game modes: Moba (Multiplayer online battle arena), FPS (First Person Shooter), Sports and RPG. Each bottle has a QR code that directs gamers to the Beer Matchmaking site.
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"The Beer Matchmaking creates a new product role in the gaming moment, solving a problem (the matchmaking) and reinforcing the brand role of providing good times and elevating that experience, making sure that we address the Heineken principles of elevating social experiences, building connections and promoting good times," Felipe Cury, CCO of Le Pub Brazil, tells Muse.
Mauricio Giamellaro: Heineken Brazil CEO
Nabil Nasser: Heineken Brazil CMO
Eduardo Picarelli: Heineken Brazil Senior Brand Director
Igor de Castro: Heineken Brazil Sr Brand Manager
William Mazzucatto: Heineken Brazil Trade Manager
Marina Awada Heineken: Brazil Marketing Coordinator
Adriana Teixeira Heineken: Brazil Head of PR
Geisy Panisset: Heineken: Brazil Data Specialist
Giovanni Petriccione: Heineken: Brazil Trade Coordinator
HenriqueNunes: Heineken BrazilGamesSpecialist
Bram Westenbrink: Sr. Director Global Heineken Brand
AgnieszkaGorecki: Heineken GlobalCommunicationDirector
GuilhermeRetz: Heineken GlobalCommunicationManager
Bruno Bertelli: Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy
Cristiana Boccassini: LePub Global Chief Creative Officer
Mihnea Gheorghiu: LePub Global Chief Creative Officer
Felipe Cury: Chief Creative Officer Brazil
Andrey Tyukavkin: LePub Global Executive Creative Director
Greg Kickow: LePub Brazil Creative Director
Alex Adati: LePub Brazil Creative Director
Stefano Zanoni: LePub Associate Creative Director
Roberto Ardigò: LePub Associate Creative Director
Vinicius Biss: LePub Brazil Senior Copywriter
Mauro Elton: LePub Brazil Art Director Brazil
David Casares: LePub Copywriter
Emanuela Gein Lombardi: LePub Junior Art Director
Natasha Anatra: LePub Junior Copywriter
Jayme Neto: LePub Brazil Business Director
Ilaria Castiglioni: LePub Group Account Director
Vittorio Cafiero: LePub Head of Digital Production
Monica Radulescu: LePub Global Strategy Director
James Moore: LePub Global Strategy Director
Silvia Paes: LePub Head of Strategy
Ilko Petkov: LePub Global Data Strategist
Andrea Battista: LePub Data Strategist
Francesca Zazzera: LePub Global Chief Production Officer
Marcia Lacazze: LePub Producer
Sabrina Sanfratello: LePub Producer