By Mitra Sorrells Posted February 16, 2012, 9:30 AM EST
More than 5,000 people took advantage of the opportunity, about double the response the company had predicted. To print a code, attendees had to step inside Heineken’s Digital House—a dome-shaped tent that was situated next to the main stage and housed the computers and printers, along with lounge furniture and a team of technical support people. Heineken also offered an app that attendees could download to read the codes.
“The festival itself is rather branded up, so the key thing there was we just wanted people to have a bit of fun and get people to engage with each other and start up a conversation,” Lette said about the festival, which took place June 30 through July 3, 2011. Several other Heineken markets around the world are now developing similar activations. Heineken has been the title sponsor of the Open'er Festival for 10 years.