Break the ice with the Heineken QRcode
Posted on January 5, 2012
The U-code Heineken: a QR code used in a music festival for “breaking the ice”.
The Heineken Open’er Festival is a music festival that takes place on the north coast of Poland. The main organizer of the festival, the concert promoter Alter Art, has had the famous brand of beer as a main sponsor. The 2011 edition was held from June 30 to July 3. Heineken and the advertising agency Leo Burnett Varsaw created a promotion called “Heineken U-Code”.
Young people come together to listen to music and to meet other people. For this reason, Leo Burnett has created and organized a promotion to facilitate interactions. Each festival goer could create a “U-code”; QRcode sticker, with a personal message. Stuck to the shirt, clothing or skin, the QRcode thus became an ice breaker for the meeting others and gave everyone the opportunity to “break the ice.” It is sure that with messages like “I’m not wearing any underwear!” (50 seconds into the video), the meetings had to be entertaining and exciting.
Categories: QR Code Fun, QR Code Tools, Use in Advertising
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