Heineken Australia launches innovative gaming platform and campaign ‘Player 0.0’ via UM

Heineken is searching the country for Australia’s best driver through its innovative mobile and sim racing tournament, Player 0.0, developed in partnership with UM and Maven PR.

In partnership with Formula 1 luminary Max Verstappen, driver for Oracle Red Bull Racing, Player 0.0 is the activation layer of Heineken’s responsibility platform ‘When you drive, never drink.’

Heineken’s Player 0.0 platform has been designed to unite Australian F1 fans through their shared passion for the sport and will culminate in a national final in Sydney before the Australian champion races with international peers and Max Verstappen.

On the 10th of July, Heineken invites Sydneysiders to delve into the cutting-edge world of sim Racing at The Star’s Sydney Sports Bar, as Australia’s qualifiers from the mobile game will showcase their skills in an event that blends digital innovation with mindful gaming experiences, with the event hosted by Laura Dundovic. This groundbreaking event celebrates the thrill of competitive gaming and highlights the technological advancements driving the sim racing landscape. With hyper-realistic graphics, advanced physics engines, and precise force-feedback systems, sim Racing offers an immersive experience akin to real-world racing.

Ten finalists will vie for victory, navigating virtual tracks with precision and strategy. The National Final will culminate in a gripping race which will consist of 25% of a real F1 circuit, approximating a 20-minute race duration.

Through a truly integrated campaign, Heineken Player 0.0 is featured in social, digital and audio advertising encouraging Australians to get involved in this unique competition.

Says Dino Bozzone, country manager, Heineken: “Player 0.0 is part of Heineken’s commitment to delivering unique and memorable experiences to F1 enthusiasts, all while reinforcing the crucial message that “The Best Driver is the one who is not drinking.”

There’s still time to enter the race to be one of these lucky ten finalists, head to player00.heineken.com to find out more information and start your engines until the 30th of June when the ten Australian finalists will be announced.

Client: Lion
Media: UM
PR: Maven PR