When you go to a concert, you’re initially there for the music. Right? It’s a different story when that cute girl or guy catches your eye. If you’re lucky, you’ll exchange numbers. To kick off this year, Heineken created an event that brought audiences together and encouraged that connection by allowing concertgoers to scan each other.
Heineken gave concertgoers a taste of its new brand message, “Open Your World,” at the Heineken Open’er Music Festival in Gdynia, Poland. Agency Leo Burnett created the event, encouraging audiences to interact with each other via the Heineken U-Code.
The U-Code is a QR Code sticker that can be encoded with users’ personal messages. There was a tent at the festival where attendees created their U-Code and applied it to their clothing to be scanned by others to spark conversation. Messages created were completely up to the wearer.
Essentially, Heineken connected with the crowd by getting them to connect with each other. In fact, it seems U-Code’s social experiment overshadowed the performances.
Who headlined, anyway?
It makes you wonder if anyone could make a pick-up line like “Can I scan you sometime?” not sound like you’re a sci-fi nerd or a perv. But it provided the perfect excuse to get to know the people seated next to you and maybe buy them a Heineken.
When you go to a concert, you’re initially there for the music. Right? It’s a different story when that cute girl or guy catches your eye. If you’re lucky, you’ll exchange numbers. To kick off this year, Heineken created an event that brought audiences together and encouraged that connection by allowing concertgoers to scan each other.
