01
The brief
Heineken’s “When You Drive, Never Drink” F1 campaign needed to land with fans far beyond a TVC, at Champions League level, across markets.
Heineken 2025 Activating Campaigns & Sponsorships
Heineken: Player 0.0
A race game with Max Verstappen
Dutch Interactive Awards nominee
02
The experience
The campaign became a web-based mobile racing game picking up where the TVC ends: Max drives off, the player takes the wheel.
Gameplay loop: A race game with Max Verstappen
03
How it works
Per-country leaderboards qualified players for local finals and a world final in Madrid with Verstappen. On-site activations ran at the Heineken Experience and Circuit Zandvoort.
The film
The case film · 1:36
The result
100,000+ Unique participants
20+ Countries
1.2M Gameplays
4 min Avg play time
Delivered with livewall.
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