To overview
The challenge
Heineken wanted to deliver a powerful message about responsible driving with the Player 0.0 campaign, in which Formula 1 champion Max Verstappen plays a central role. As part of the “When You Drink, Never Drive” campaign, an innovative activation was needed that appeals to both racing enthusiasts and the general public. The assignment was to develop a web-based mobile racing game that serves as a qualification mechanism for the next round of the competition.
Additionally, the game had to be scalable so that it could be personalized for multiple countries. The premise was that the game seamlessly connects with the TV commercial – the game starts at the moment when Max drives away in the car. This created an interactive experience, where players had to test their reaction time and concentration to race as safely as possible, in line with the message that the best driver is not the one who goes fastest, but the one who drives safely.
The concept
Inspired by the thrilling “When You Drink, Never Drive” commercial featuring Max Verstappen, the game takes the player on an adrenaline-fueled nighttime race through a vibrant city. The game begins exactly where the commercial ends, building on the experience of the TV activation.
Players maneuver their car through a dynamic course filled with obstacles, where every second counts. As the race progresses, the intensity increases: obstacles become more frequent and the car’s speed rises, testing the player's skill and concentration. The concept underscores that, just like in real traffic, alertness and safety are more important than mere speed.
The results
The game was launched worldwide with impressive figures: nearly 100,000 unique participants from more than 20 countries, over 1,200,000 gameplays, and an average playtime of four minutes. Throughout the entire Formula 1 season, racing fans could test their reaction time and improve their position on the leaderboard. The top 10 players per country qualified for local finals, after which the winners had the chance to participate in the global final in Madrid – where Max Verstappen was personally present.
The innovative campaign strengthened engagement with the “When You Drink, Never Drive” message and led to a deeper connection between the brand and its audience. In addition, the mobile game was extended with on-site activations, for example at the Heineken Experience in Amsterdam and at Circuit Zandvoort during the Dutch GP.
