Brilliant: Heineken’s “U-code” Campaign
I definitely misjudged this after being so disappointed with Jeep‘s poor use of QR codes but Heineken‘s U-code campaign is a completely better executed initiative.
Heineken, with the help of ad agency Leo Burnett, found a clever way to deliver a new message: “Open Your World” at its’ Open’er Festival in Poland.
60,000 attendees showed up to see live performances by Coldplay, Prince, The Strokes, Big Boi, M.I.A. and more — providing the perfect space to test U-Codes.
These QR code stickers carried personal messages that ultimately helped people break the ice during the event.
The interactivity continued after the event as people uploaded photos of themselves and their codes to Facebook and connected with friends they’d just met. Watch how it all unfolded below.