Heineken introduced their new brand message: “Open Your World” during the Heineken Open’er Festival in Poland with “U-Code”, a QR-powered icebreaker.



At the Heineken tent festival attendees were able to create their own U-codes, QR stickers carrying their personal messages about themselves. The U-codes were a hit, with over 5000 stickers printed over the four days of the festival, 30 June to 3 July 2011.