From a commercial on TV...
Voiceover: "Get 2 free downloads with every specially marked package of Heineken. No purchase necessary."
Ok, I'm sure it must be explained better on their website but that's some pretty incredibly stupid wording. Because it seems to suggest that it's ok to open the packages in the store to get the codes out.
On the other hand, Mitsubishi has another commercial on TV where a Mitsubishi and some other car compete in a 70-to-0 braking test at the edge of an unfinished bridge. You have to go to http://www.seewhathappens.com see the whole thing. Not as groundbreaking as the Superbowl ad, but still pretty cool. I hope they do more.