A marketing campaign that was put together demonstrating the use of QR codes by Heineken. The used an interesting approach. Instead of connecting people to objects, there strategy used was to connect people to people, at a music festival. QR code stickers were placed on people and they were really used as an ice breaker for meeting new people. The users would enter a personal message about themselves to share with other participants.
People were very interested in this and the results were 5000 QR codes were printed for people at the music festival over the four days.
Check out the video: http://www.youtube.com/watch?v=0RrXcm89FAo