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News
Heineken has made a PC which includes a beer fridge
A custom built PC with an integrated Heineken beer fridge has been created as part of the beer brand’s social gaming campaign in Brazil.
Called ‘TH3 G4M1NG FR1DG3’, Heineken has produced the product as part of its ‘Not All Nights Out are Out’ to illustrate the social aspects of gamer culture in the country.
The fridge will cool both the PC hardware and the bottles inside of it, enabling gamers to crack open a cold beer while playing the device.
To overcome the technical issues of combining a PC and a beer fridge, the brand worked with LeGarage, the innovation arm of the creative advertising agency LePub.
A solution was engineered to include a custom cooling system that would maintain a low temperate while the PC was working, and then combine it with forced air circulation, to prevent any condensation.
Produced in a limited edition, Heineken has partnered with Gaules, who is one of Brazil’s top Twitch streamers, to host a giveaway on his channel.
Andrey Tyukavkin, executive creative director of LeGarage and lead engineer of the project, said: “We wanted to click with a segment of gamers that few brands usually consider: PC gamers. And within the PC gaming community, we wanted to appreciate a culture of “modders” – people who customise their builds, modify the design and architecture of the machine, and socialise by sharing their specs and unique looks with each other.
“Really amazing and weird things have come out of that trend, and we saw that several creators had been attempting to make a working beer fridge that could run a PC build. So we knew this was something gamers wanted and something that would resonate with the community and with the culture.”
Speaking about the news, Igor de Castro, senior marketing manager for the Heineken® 0.0 brand in Brazil, 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 customised, themed PC and enjoy a cold Heineken® or Heineken® 0.0 with their favourite games”.