Branded racing game promoting responsible driving

Heineken wanted to deliver a powerful message about responsible driving with the Player 0.0 campaign.

As part of our broader approach to interactive digital experiences, we transformed the campaign into a playable world. The web-based mobile racing game functions as a competitive qualification stage, turning brand engagement into active participation.

Additionally, the game had to be scalable so that it could be personalized for multiple countries. The game picks up exactly where the TV commercial ends. The moment Max drives away, the player takes over. 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.

Inspired by the "When You Drink, Never Drive" commercial featuring Max Verstappen, the game takes the player into a nighttime city race. During the race, everything revolves around reaction speed and concentration.

Players respond to traffic, obstacles and unexpected situations. 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 campaign message is fully embedded in the gameplay. Players are not told what responsible driving means, they experience why focus makes the difference.

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 campaign deepened participation in the "When You Drink, Never Drive" message. Fans didn't just see it. They played it. The experience also extended into the physical world, with on-site activations at the Heineken Experience in Amsterdam and Circuit Zandvoort during the Dutch GP.

By embedding the message into gameplay, the experience moved beyond passive awareness and into active participation. The responsible driving message didn't get broadcast. It got played. Fans internalized it through racing.