Now, Heineken is using mobile image recognition for their current cross-media X-Mas Special. The landing page shows three gifts wrapped in Heineken branded wrapping paper (see image above). Visitors can discover and win the content of each of these Christmas gifts in an interactive manner. Visitors are invited to choose one of the gifts by taking a picture of it with the camera of their mobile phone and send it via MMS to kooaba (also a screenshot sent via email works). Once the picture is recognized, the participants instantly get a photo of the content and can even win it.

We can’t tell you about the cool content of the gifts, but we’re sure that the one in the middle is quite useful for New Year’s Eve! Chose your price now!