Heineken needed to find a legitimate angle to position itself within the gaming world. We conducted research to find behavioral patterns of gamers in Brazil. Here you can find reports of surveys and subsequent data analyses that culminated on the global Heineken gaming platform.
🥈 Silver / Clube de Criação (Film)
🧾 Shortlist / Cannes Lions (Film)
Finding: Beer-Drinking Gamers Are Sociable
Brazilian gamers who play real life friends online are also the ones who drink beer the most.
While social gamers like to drink beer, they often don't feel like legitimate consumers due to "loner" stereotypes.
Heineken acknowledges Discord sessions as legitimate occasions.