Alcoholic drinks and driving typically don’t go together, but that’s exactly the message Heineken is using to promote both its alcohol-free beer and its responsible consumption efforts.

“Player 0.0” is a gaming initiative where players can compete in a national time trial on the virtual Circuit Gilles Villeneuve via the EA Sports F1 22 video game and submit their fastest lap time. The five top players will qualify for a trip to the Formula 1 Pirelli Grand Prix du Canada 2023 in Montréal to compete against each other live via racing simulators for the ultimate title of “Canada’s Player 0.0.”

The champion will then win a trip to sim race with two-time F1 world champion Max Verstappen in a global “Player 0.0” event later this year. Earlier this year, Verstappen was also announced as a global ambassador for Heineken 0.0, the brand’s alcohol-free option.

“Player 0.0” ties into both Heineken’s global Formula 1 sponsorship and its responsible consumption campaign, “When You Drive, Never Drink.” Last year, the brand also used F1 to get its responsible drinking message out, enlisting a roster of drivers in ads and partnering with Uber to cover up to $20 in ride fees per user during last year’s Grand Prix du Canada.

The “Player 0.0” campaign is supported by social, a partnership with Twitch, influencer marketing and post-event PR. The agencies behind the campaign are Publicis for creative, Wavemaker for media, North Strategic for PR and MTL Prod on event management. Publicis and Wavemaker are also handling the responsible consumption campaign.