In 2011, Heineken Open’er Festival joined Star World Tour that is a group of the biggest festivals sponsored by Heineken all over the world. Heineken wanted to celebrate it in a meaningful way.

We created U-codes – special QR-codes with information about you. People could scan your code, thanks to that they had a perfect icebreaker. It turned out that scanning a U-code is a great excuse to approach someone new. The U-codes were the core of our campaign. We made posters, flyers, and banners promoting them. There was also a special place at the festival where everyone could make a unique U-code.

-We’ve printed over 5000 U-codes, what was 100% more than planed-The campaign gained a lot of buzz on the Internet and was picked up by influential bloggers-The movie documenting the campaign has over 100 000 views on YouTube