I love technology. I love innovation. I love reading and talking about merging technology and innovation into everyday business. Usually I don’t buy into the hype; however, there are certain technologies and innovations that suck me in. The iPad wasn’t one of them, augmented reality is. My newest interest – stickybits.
Stickybits allows users to attach digital content (video, photos, text, audio) to real-world products that have a barcode. Essentially, you scan a barcode with your phone, upload content and send it out through your social stream. Your content is geo-tagged and is now in that product’s cloud. If your product doesn’t have a barcode, you can buy stickybit stickers or print them out and tag products using those methods. The process is the same, regardless of method.
Additionally, brands can attach content themselves, and all consumers have to do is scan the barcode to unlock or view. The uses are endless
While mass adoption is ways out, the potential with stickybits is huge. This changes the way consumers can interact with their brand, it changes the way brands can market their products. Brands can now partially control content, but at the same time, they are also allowing their brands to be associated in any fashion consumers choose. It’s an intriguing blend, that if integrated properly, can be an additional mix in the marketing, advertising and/or communications bucket.
A few ideas:
- Lets say you’re a musician or an actor/actress. How about attaching an a short “behind the scenes” video of the filming or recording. What if you’re a musician and you attach a hidden code for a free iTunes download? Maybe a movie studio attaches a hidden URL for deleted scenes.
- Giveaways – This is huge. Think “under the bottle cap” promotions. Instead of printing codes or ‘you are not a winner’ underneath bottle caps, you simply attach the game piece to bardcodes.
- Crowdsourcing – Want to get consumers involved with creating the newest flavor of ice cream? M&M always asks its community to share their favorite M&M color…now, simply have consumers attach a video or audio and upload away.
- Measurable – The service is geo-tagged. You can figure out where your products are being sold, who’s buying them, what their feedback is, etc. Perfect way of determining how mobile your customers are. If they are, do you put more investment in mobile marketing? ROI, baby!
- Integration with augmented reality & 3D – Lets say you’re a clothing manufacturer. How about allowing me to scan the barcode, have the product show up in AR and give me recommended outfits? Let’s say you’re a video game manufacturer, I scan the bardcode and a 3D promo video plays on my mobile.
- Inventory list – Manufacturers could apply a sticker on a box that lists what’s inside. This concept could also translate to moving companies/services. Instead of labeling each box, simply attach a stickybit and upload the contents.
- Reviews – Bars and restaurants could attach a stickybit and have patrons leave reviews. Other patrons could then scan the stickybit and read said reviews.
- Personal business uses – Attach a stickybit to a business card and upload your resume, upload portfolio examples, etc.
With good, comes the bad. The issue of control is definitely a concern. Will people upload inappropriate content and attach it to your product? If I scan a can of Coke, does that mean I’ll always upload content that’s relevant to Coke? Will the service turn into a platform of criticism and dissatisfaction?
Like augmented reality and 3D, adoption is the biggest hurdle. From the brand standpoint, there needs to be value. What is going to cause me to scan the barcode and participate? Why should I promote your product?
From a consumer standpoint, what would cause you to use this service?
