Heineken is aiming to further tap into the gaming market with the launch of a limited edition custom-made PC integrated with a beer fridge, designed to cool down both the PC hardware and the bottles inside, so gamers can enjoy a cold beer while playing their favourite game.
“Th3 G4m1ng Fr1dg3” is the latest instalment of the brand’s “Not All Nights Out are Out” campaign, launched in March this year, to highlight the importance of making the most of the moments of socialisation within the gamer culture, focusing on the connection between players and the brand.
To bring this technology to life, Heineken partnered with its advertising agency, LePub Brazil, which in turn reached out to its innovation and gaming hub, LeGarage, to solve the technical challenges of combining a PC build with a fridge.
The team engineered a custom cooling system that would maintain a low temperature while the PC is working and combine it with forced air circulation to prevent condensation.
The device repurposes a Heineken 0.0 fridge to allocate a fully working custom PC build within the space usually reserved for beer bottles. The setup allows the fridge to cool down both the hardware and the beer bottles, providing a controlled temperature environment for both.
Heineken 0.0 Brazil marketing manager Igor de Castro, Sr, said: “Th3 G4m1ng Fr1dg3 is yet another unique tool for us to communicate our ‘Not All Nights Out are Out’ campaign, which shows that gaming and socialising are connected.
“We are very excited to bring this innovation to the public, players and consumers alike, connecting even more with the gamer community and giving them the chance to have a customized, themed PC and enjoy a cold Heineken® or Heineken 0.0 with their favourite games.”
Before UK gamers start to get too excited, it is not known whether there are plans to roll out the activity in Britain.
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