Fans Have More Friends
Fans Have More Friends is the official digital experience of Heineken's 2026 sponsorship campaign — an arcade runner about the moment before the game. Players collect points and pick up friends as they run, and the more friends they gather the more chances they have at tickets to meet other fans at the event itself. One core game covers three passion points — music, F1 and the UCL — and each market activates whichever suits its own calendar, with its own local prizes, on about two weeks from brief to live. In Portugal it was wired straight to sales: scan the receipt for a Heineken purchase and get an extra life in the game, with the market able to see the data come in as it happens.
A second version adapts the same game for real-life activations, swapping the controls for a Microsoft Kinect that reads full-body movement — no controller, no touchscreen. It ran at Electric Castle in Romania.
More of the work behind these — hello@upinflames.io.