When it comes to cutting-edge, brand-forward gaming and experiential marketing, Milhouse is a name that stands out. Known for building immersive experiences that combine digital gaming with real-world impact, Milhouse partners with brands to create standout activations. In a recent collaboration with Heineken to promote Heineken 0.0, Milhouse turned to us at Interactive Entertainment Group to bring their vision to life, connecting the world of Formula 1 with the refreshingly alcohol-free message of Heineken 0.0.
Six VR Race Chairs, One Purpose
The event featured six of our VR Racing Chairs, giving attendees an authentic F1-inspired experience, all within a controlled, stationary setup. Unlike traditional racing simulators, these chairs offered the feel of high-speed action through advanced visuals and sound, without the need for motion simulation. This allowed guests to fully engage in the racing experience, bringing Heineken’s 0.0 campaign message to the forefront in an accessible, exhilarating way.
Where Racing Meets Responsibility
As an F1 sponsor, Heineken has long championed responsible drinking, and their 0.0 campaign shines a spotlight on enjoying life’s thrills without alcohol. Through our VR Racing Chairs, attendees could compete in fast-paced simulated laps, driving home the idea that excitement doesn’t need alcohol. Each participant was encouraged to race against the clock, fostering friendly competition that tied into the high-octane atmosphere of the F1 circuit.
