
Case Study: The Sim Consultants x Heineken 0.0 - Player 0.0 Competition
In 2024, Heineken 0.0 sought to enhance its brand engagement across Ireland, particularly targeting young, urban audiences who value both entertainment and responsible drinking.
To achieve this, Heineken 0.0 collaborated with The Sim Consultants, a leading event management and simulation company, to create the "Player 0.0 F1 Simulator" events.
These events were strategically held in three prominent venues: Monroe's Tavern in Galway, The Mardyke (Wool's Shed) in Cork, and The Camden in Dublin.
The campaign successfully combined the thrill of Formula 1 racing with Heineken's alcohol-free beverage, Heineken 0.0, offering an immersive experience that aligned perfectly with the brand's message of enjoying life to the fullest without alcohol.
A competitive element was added to the campaign, with each event in Galway, Cork, and Dublin serving as a qualifying round for a national final. The grand final was held on the same day as the Dublin event, adding an extra layer of excitement and prestige to the competition.
Strategy
To achieve these objectives, Heineken devised a series of F1 simulator events, each hosted at a popular venue known for its vibrant social scene. The choice of Monroe's Tavern, The Maradyke, and The Camden was deliberate, as these locations are central to the cities of Galway, Cork, and Dublin, respectively, and are frequented by Formula One fans for their Sunday F1 fix.
The events were designed to be more than just a typical brand activation. They offered an immersive F1 simulator experience, allowing participants to step into the shoes of a Formula 1 driver and race on some of the world's most famous tracks. The simulators provided realistic feedback, including motion, sound, and visual effects, to create an authentic racing experience.
Each city's event served as a qualifying round, with top performers earning a place in the national final held in Dublin. This competitive structure encouraged participants to hone their skills and fight their way to potentially be Ireland's representative to sim race against one of the world's greatest, Max Verstappen
Heineken 0.0 was prominently featured throughout the events, with free samples available to participants and spectators alike. The branding was integrated seamlessly into the experience, with Heineken 0.0 logos and branded F1 style simulators, in the venues, and through digital screens.
Execution:
Monroe's Tavern, Galway:
Date: June 23rd 2024
The Galway event kicked off the series, attracting a large crowd of racing enthusiasts and casual visitors alike. The vibrant atmosphere of Monroe's Tavern provided the perfect backdrop for the high-energy F1 simulator experience.
Participants were thrilled with the opportunity to compete against each other, with leaderboards displayed prominently to encourage friendly competition.

Date: June 30th 2024
The Cork event continued the momentum, with The Mardyke hosting a packed house. The venue's spacious layout allowed for multiple simulators, reducing wait times and increasing participation. Heineken 0.0 was a hit, with many attendees expressing surprise at the quality and taste of the alcohol-free beer.
The Camden, Dublin:
Date: July 7th 2024
A live DJ, as well as renowned impressionist, Conor Moore (who was the MC for the night), kept the energy high throughout the night.
The Dublin event was particularly successful in driving social media engagement, with participants sharing their experiences and tagging Heineken 0.0 in their posts.
Results:
Brand Engagement: The events collectively attracted over 1,500 participants across the three cities, with many more spectators engaging with the Heineken 0.0 brand. Post-event surveys indicated a significant increase in brand awareness and positive perception of Heineken 0.0.
Experiential Impact: Attendees reported high satisfaction with the events, praising the authenticity of the F1 simulation and the overall organization.
Responsible Drinking Promotion: The events successfully conveyed Heineken's responsible drinking message, with 80% of participants stating they would consider choosing Heineken 0.0 at future social events.
Foot Traffic and Sales: All three venues reported a notable increase in foot traffic during the events, with many patrons staying longer and making additional purchases. Heineken 0.0 sales saw a significant boost, with many participants purchasing the product after sampling it.
Conclusion
The collaboration between The Sim Consultants and Heineken on the Player 0.0 F1 Simulator events proved to be a resounding success.
One of Ireland's highest rated drivers in iRacing, Oscar Mangan battled all the way to the grand finale and took top step on the podium to secure his place at the Netherland's Grand Prix.
By merging the excitement of Formula 1 racing with the responsible enjoyment of Heineken 0.0, the campaign effectively engaged the target audience, enhanced brand perception, and drove both foot traffic and sales. This case study serves as a strong example of how experiential marketing can be used to align a brand with positive lifestyle choices while providing memorable and impactful experiences.