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Heineken 0.0 Promotes Safe Driving, Brings Mobile Racing To U.S.

• by Teresa Buyikian , Yesterday

 

Racing fans may not be able to rev their engines on an actual track in Heineken 0.0’s new mobile gaming experience, but they can win a chance to meet Oracle Red Bull Racing's 3x World Champion F1 driver Max Verstappen and play against fans around the world.

The non-alcoholic brew recently launched its global simulator racing platform, Player 0.0, to the U.S., after a successful three-year run across the globe.

The mobile game brings together both virtual and real worlds in a simulated racing competition, where players have the opportunity to “race” against some of the world’s best race car drivers. Yet speed isn’t the goal of the game; safe driving is. Players earn points for safety and avoiding obstacles, and their stint ends if they crash.

"We believe entertainment and community can influence safe driving and moderate drinking," said Heineken USA CMO Jonnie Cahill in a release. "We are bring(ing) the excitement of the Player 0.0 gaming platform to the States, to meet our customers where they are… and remind them the best driver is the one who is not drinking."

The now globally competitive game will award U.S. winners one through six with the chance to compete in the U.S. Finals this October, with the first-place winner of that game moving on to the Global Finals in Spain to compete against Player 0.0 drivers from around the world and meet Oracle Red Bull Racing's 3x World Champion F1 driver Max Verstappen.

The game can be accessed by visiting https://heineken.com/player00.

Player 0.0 is a part of Heineken’s “When You Drive, Never Drink” campaign, which “is addressing the issue of overconfidence when drinking alcohol by encouraging consumers to make the right choice to never drive if they've had anything to drink,” per the brand. The effort is being promoted via the brand’s Instagram and Facebook platforms.