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)
Research Design
Statistical Analysis
Psychometrics
Cultural Research
Brand Strategy
Finding: Beer-Drinking Gamers Are Sociable
Brazilian gamers who play real life friends online are also the ones who drink beer the most.
Brazilian gamers who play real life friends online are also the ones who drink beer the most.
Tension
While social gamers like to drink beer, they often don't feel like legitimate consumers due to "loner" stereotypes.
While social gamers like to drink beer, they often don't feel like legitimate consumers due to "loner" stereotypes.
Solution
Heineken acknowledges Discord sessions as legitimate occasions.
Heineken acknowledges Discord sessions as legitimate occasions.
