---
title: "How to engage: take an example from Heineken’s QR code campaign"
description: How Heineken's creative QR code campaign turned out to be a brilliant icebraker
---

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## [How to engage: take an example from Heineken’s QR code campaign](https://www.iliyanastareva.com/blog/how-to-engage-take-an-example-from-heinekens-qr-code-campaign)

 [fa icon="calendar"] 02-Feb-2012 09:17:00 / by [Iliyana Stareva](https://www.iliyanastareva.com/blog/author/iliyana-stareva)

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Do you like beer? I sure do – it’s so refreshing, especially in the summer. Well, even if you don’t drink beer, I think you’ll find Heineken’s campaign during the [Open’er Music Festival](http://www.opener.pl/en/) in Gdynia, Poland quite refreshing.

What do you do at such festivals? You are there to enjoy the music, have fun and meet new people. Knowing this, the Dutch brewing company decided to give the music lovers an easy and entertaining way to connect with each other – the U-Code, a personalized QR code that entails your own message (if you don’t know what QR codes are, [here](http://searchengineland.com/what-is-a-qr-code-and-why-do-you-need-one-27588)'s a good article). The aim was to introduce Heineken’s new brand message “Open your world”. 

Everyone could go to Heineken’s tent, create his/her own U-code, print it and stick it anywhere on his/her clothes (or body). The QR codes carried the personalized messages which people wanted to share, so everyone could say absolutely anything. To read those, festival go-ers only needed a smartphone and a QR code scanner.

What was the effect? Well, the whole campaign quickly turned out into a brilliant icebreaker! 

Here it is:

 

Why do I love it?

- It’s super engaging and interactive.
- It’s a great way to meet new people and start new friendships.
- It’s simple, but creative.
- It’s fun.
- It makes you love Heineken more.

 

What do you think? Would you participate in such a campaign? 

 

 Topics: [Creative Campaigns](https://www.iliyanastareva.com/blog/topic/creative-campaigns)

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#### Written by [Iliyana Stareva](https://www.iliyanastareva.com/blog/author/iliyana-stareva)

Iliyana Stareva is a thought leader in Customer Success and AI. She’s the author of Inbound PR, a keynote speaker, and currently leads Customer Health for EMEA at ServiceNow. Iliyana has held global and regional roles at ServiceNow, Cisco, and HubSpot, spanning customer experience, operations, and digital transformation.

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