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Stickybits Ties UPC Codes to the Web, Makes Your Cheetos Bag 'Smart'

by Amar Toor on June 22, 2010 at 04:18 PM

stickybits logo Grocery shopping used to be simple. Make a list, check it twice, get in, get out. Sure, you might browse or make small talk with the deli guy, but it's never exactly been what you'd call a social activity. A new network called Stickybits, however, begs to differ.

As Brand Week reports, the Stickybits app enables shoppers to scan product UPC codes with their smartphones and instantly browse through videos, user comments and any promotional material offered by a given company. The idea, in essence, is to wed social networking with daily shopping, and, in doing so, strengthen the lines of communication between consumers and brand names.

Several companies have already signed up to use the service, including Coca-Cola, PepsiCo and Ben and Jerry's. Each brand, however, is planning on using the technology in differently. Coke, for example, is running a pilot program in which a Stickybits user can scan a UPC with his or her smartphone, and search a stream of comments and videos from Coke and customers alike. Frito-Lay, meanwhile, is using Stickybits to promote the company's partnerships with local farmers, and Campbell's will use it to promote a sweepstakes.

According to PepsiCo social media director Bonin Bough, Stickybits might be the greatest thing since Pepsi One. "There is something so potent here, such a huge opportunity in using universal codes that are already out there," Bough argues. "Someone can scan in the U.S. and someone can scan in Asia and be part of the same conversation."

That sounds really wonderful and global and all, but we still can't take this thing seriously. At no point in our lives have we ever dreamed of living in a world where processed foods talk to us, show us home movies or try to do anything other than sit on a shelf and look delicious. Besides, how much is there to say about a can of soup? Is that really enough fodder for an entire online community? We always knew that there was some limit to social networking's use... and this might be it. [From: BrandWeek, via: The Consumerist]

Tags: advertising, app, campbellsoup, coca-cola, food, frito-lay, groceries, marketing, pepsi, smartphone, socialnetworking, stickybits, top, UPC

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