cool use of QR codes?
Is there a such thing? Meh, pretty sure the answer is no, but Heineken gets an A for effort for at least giving them a somewhat valid purpose.
Concert festival goers could stop by the Heineken tent and get a custom QR code printed on a shirt that, when scanned, revealed a personalized message. The message could be cute, funny, inspirational or just plain dirty - whatever does it for you. The idea is to get people to connect in real life at the event.
Of course, if you've been to any musical festivals in your day, you'll probably agree that the thought of the drunken d-bags that frequent these festivals trying to scan your chest is more repulsive than it is cool.