I have been involved in sponsorships and this is the most innovative engagement idea I have ever seen. It doesn’t shock me Heineken is always on the forefront of technological innovations. From the video it seems like Leo Burnett (Poland), the marketing company responsible, got the response they wanted.
Adweek has made me question the whole QR code fad for several reasons:
-the amount of smart phone users
-the fact you sometimes have to download a special program to get the QR code to link
-and the lower engagement results. In June only 14 million people in the US scanned QR codes which is only 6.2% of the mobile phone population.
Regardless this fits with Heineken’s ‘Open Your World’ message, previous tech-savvy campaigns and is generally and utterly awesome!