Heineken is using ScanLife 2D barcodes on all packaging for Heineken and Heineken Light across the US for the Summer season, as part of its Plug into Summer music promotion. ScanLife VP Marketing, David Javitch, says this is the most extensive integration of 2D barcodes on packaging seen to date in the US, with the codes printed on “tens of millions” of packs.
When the code is scanned, the mobile user is taken to a mobile site where they can download a free Heineken app for iPhone, Android, or BlackBerry. The apps includes a Music Challenge trivia quiz, and the Taxi Magic cab finder. The packaging also includes a text call to action for anyone who does not have a barcode reader on their phone. 
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