Gaming requires intense concentration and focus, often resulting in gamers putting lunchtime on hold. By utilizing proximity chat, Heinz is able to broadcast to players in-game that it’s time to take a break. This concept can be adapted to various brands or briefs and, as far as I know, is a new and unique way of reaching gamers.
(D&AD New Blood 2023)
Heinz
Case study
Proximity Chat
Proximity chat is a feature of many modern games that allows players to communicate when they are in the same vicinity of a map.
In Call of Duty: Warzone 2.0, the Break Brigade utilizes proximity chat as a broadcasting system to players who are within 50 in-game meters.
Al Mazrah
Al Mazrah continues to be one of the most popular Warzone 2.0 maps, and is considered by many to be the classic experience.
These routes were chosen so that the Break Brigade would be heard by as many players as possible, which can be up to 150 per game.
Proximity chat is a built-in feature that offers any type of message to be broadcasted to gamers. So this concept could be altered to fit into any multiplayer game with proximity chat. Heinz would be the first brand to use this feature in a way that encourages players to pause gameplay and rewards them for doing so, however, it could be altered to broadcast any message for any brand.
