Bioshock Infinite "1999 Mode" unlock code

You may have heard Bioshock Infinite allows gamers that finish the game on any skill level will get access to the game’s “1999 Mode”, a deliberately insanely difficult challenge for veteran FPS players.

If you don't feel like slugging it out on the normal run through first, a code has been found that let's you play Infinite in 1990 Mode at your first campaign run through (I'm such a Halo geek, I don't think Bioshock run through count as campaigns)

How to get the code?

At the game's main menu, if you press Up, Up, Down, Down, Left, Right, Left, Right, Cancel, Confirm, you’ll unlock the mode

If the code sounds familiar, that's because it's very similar to the infamous Konami code.