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