To Top

Will checking-in to a Pepsi bottle be the next big thing in social media?

StickybitsSuccess in online advertising for large brands is usually determined in equal parts by having an idea that creates revenue or brand buzz and the ability to execute it in a way or on a platform that no one has ever done before. Those two things are linked because when you pioneer a new media or platform it translates into millions of dollars in free press which translates into brand buzz which translates into revenue. It’s a trend in advertising that is unique to the digital world because TV, radio and print ads live within the strict parameters of their mediums and don’t have the ability to create new advertising platforms that can connect with consumers in a totally new way. So as a result huge amounts of ad agency and client time are spent in the constant race to find the new shiny platform that will help set their brand apart from all the others in the increasingly crowded digital landscape.

Because modern branding is about having a conversation with the consumer and social media doesn’t require each brand to build their own unique platform to have that conversation much of this effort recently has been focused on that medium. The challenge for marketers is that you can see a trend over the evolution of social media where we need to participate less and less in the social media platforms to generate content.  For the majority of society social media started with Facebook and it’s a long form check-ins and the ability to let you determine the list of friends that could see your updates. Twitter then shortened that check-in to just 140 characters and removed approval process so anyone could see your updates. Four Square then removed the need to type anything to create a check in by making it all location based and split the approval process so you can have some friends who see all your check-ins but at the same time anyone can see a check-in for a specific location.

So where do we go from here? What is the next evolution in social media? I am going to bet that we are going to continue to see the trend I outlined before continue and we are going to move from location based check-in to a more product focused approach with object based check-in.  Enter StickyBits which launched at South by Southwest Interactive in March. It’s an iPhone and Android based application that lets you associate videos, photos, text or audio to real-world objects through barcodes.

Stickybits made the very smart decision to base their platform on something that that every product in every store already has. North American consumers aren’t as accepting of new technology like what you see in Asia. When you used a QR code you first had the challenge of having to create awareness among your consumer base to what the code is and then how to use it. From there the technology was hindered by never having an internal unified platform and each experience varied wildly after you scanned the code. You would usually receive some form of simple mobile experience that was very light on content instead of the rich content you get with Stickybits.

You download the free StickyBits app and scan a barcode which is either a unique codes obtained from StickyBits or from barcode already on a product.  The application processes the code and then you can upload a geo-tagged piece of content that is tied to your social media profile or view what others have already uploaded. The problem with this when it first launched was that there was no ability to differentiate between brand and user created content and content was simply listed in the order in which it was posted.  That problem was fixed the week with the release of their updated application that can distinguish between the two types on content and now lists ‘branded bits’ accordingly. PepsiCo has signed up to be the first sponsor to take advantage of this new feature so when you scan  can of Pepsi you now get a video about the Pepsi’s Refresh project before seeing all the bits associated with that object. Other Pepsi products like Lay’s potato chips will soon be joining in as well.

So while no one can predict the future, I think the combination of using barcodes as a universally  available entry point, rich media content and having packaged goods clients means this technology has the potential to explode far faster than what we have seen with other recent social media darlings like FourSquare.

1 Comment

  1. Kids Online Games

    June 17, 2010 at 6:36 am

    Interesting application. I will go and explore more on this. Thanks for sharing.

You must be logged in to post a comment Login

Leave a Reply

More in Digital culture

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 HUGE thank you to master illustrator and vector art monster @rob_zilla_iii for this amazing drawing all done on his iPad Pro. Go follow him because he usually draws way cooler people than me. #illustrator #vector #ipadpro #adobe #adobesketch  Extremely honored to have been chosen by @ghoshal and @erondu to join 25 design leaders from AirBnB, Uber, Facebook, Slack, Google Ventures, IDEO and more for High Resolution, a 25 episode video series on design. Look for my episode focusing on creativity and leadership coming soon. @highrespodcast #creativity #leadership #design #podcast  Spent the morning with @the_chris_buck new book Uneasy which is a fantastic look at the work of one of the most creative people I know. Get your copy at #chrisbuck #photography #photographer #portraitphotography #portrait #portraits  Some days I feel like I should wear this @huckgee armor to work. #huckgee #urbanvinyl #mech #armor #toy #kidrobot #dunny  If you listen to The #CrazyOne podcast you have @lukewessman to thank for it. He gave me the push to finally launch it and it was one of the best decisions I've ever made. He is a constant inspiration, someone who makes me want to be a better man and I always feel lucky to count him as one of my friends. Thanks for the support brother. #crazyones #lukewessman #tattooartist #lag #crazyone
 I think the @supremenewyork X @mtanyctransit mash up is pretty genius. Finally got my hands on one today but after seeing the prices on eBay I may flip it before long. #supreme #supremenewyork #mta  A pile of pugs and a @steelers blanket - what else do you need on a day off? #pug #pugs #pugsofinstagram #steelers #yinz #burghproud #herewegosteelers  FYI - it's pronounced 'art' not 'toy'. These @huckgee pieces are hand made and can take up to a year to produce. #huckgee #robotech #mech #robot #urbanvinyl  Happy Valentines Day to @thechiclibrary - love of my life fierce and true. #chic #nyfw #fashion #love  Because of Snowmaggeddon in NYC I'm having to do my meetings from home today and apparently everyone thinks they are a Creative Director in this house. #pug #pugsofinstagram #design #creativedirector #puglife #designer #dogismycopilot
 Thanks to @the_villainess for an amazing work in progress shot of the soon to be crown jewel of our collection - a huge (8' wide) commission from @tristaneaton based on the lives of @thechiclibrary and I. Can't thank him enough knowing how busy he is and I'm SO F*CKING EXCITED!!! #streetart #streetartist #streetartnyc #streetartofficial #tristaneaton #tristaneatonart #tristaneatonmural  @visionaireworld X @louisvuitton from back in the day when Kidrobot actually made art toys #louisvuitton #lv #kidrobot #visionaire #visionaireworld #monogram #louisvuittonmonogram #murakami #takashimurakami  Got a vintage @huckgee Skullleader as a new addition to the collection #urbanvinyl #huckgee #mech #robotech #robot  @thechiclibrary in full effect at New York Fashion week for the photographers tonight in @ika_editions @blackscale and @tomford #nyfw #newyorkfashionweek  Forgot to mention I got to see @huckgee new Skullhead mech work in progress which I think is one of the best pieces he has ever done. I already put in dibs on at least one. #huckgee #huckgeeskullhead #urbanvinyl

Copyright © 2015 Stephen Gates