Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
G2 ETA                              EMERGING TECH ANALYSIS                                                     3/9/2011   ...
EMERGING TECH ANALYSIS                                                                                                    ...
EMERGING TECH ANALYSIS                                                                                                    ...
EMERGING TECH ANALYSIS                                                                                                    ...
Upcoming SlideShare
Loading in …5
×

G2 Emerging Tech Analysis: StickyBits, By Dr. Rita Wheat, Group Director, Emerging Shopper Marketing & Retail Technologies, G2 USA

813 views

Published on

G2 ETA is an emerging technology assessment brief aimed at vetting some emerging technologies. The vetting is subjective, based on the technology’s potential to address brand/consumer/retailer needs and drive commitment along the Purchase Decision Journey. The brief includes only highlights and some opportunities for brands.

This G2 ETA focuses on Stickybits, a barcode scanning app launched at SXSW 2010 with a focus on allowing users to “hijack” products barcodes by attaching their own comments, photos and videos to them. G2 was first to launch a small scale brand promotion on the platform for Campbell’s Soup this past summer. As par for the course with social media, spectators outnumbered contributors. In addition, because Stickybits wasn’t set up for brand promotions we found it complicated to force fit ours into the platform. Fast forward to November 2010. The app re-launched with a new focus on brand content and brand promotions, so we felt a new review was in order.

  • Be the first to comment

G2 Emerging Tech Analysis: StickyBits, By Dr. Rita Wheat, Group Director, Emerging Shopper Marketing & Retail Technologies, G2 USA

  1. 1. G2 ETA EMERGING TECH ANALYSIS 3/9/2011 200
Fifth
Avenue
|
New
York,
NY
10010
|
t.
+1
212
537
3700


f.
+1
212
537
3737

|

www.g2.comPOV
ON:
  2. 2. EMERGING TECH ANALYSIS 2 3/9/2011 THE ELEVATOR PITCH ROLE ALONG THE PURCHASE DECISION JOURNEY The Stickybits mobile app puts a whole new spin on barcode scanning, turning scans into rewards and revealing the “secret lives” of objects or places. Users scan a barcode to unlock official brand content; to see what others are saying; Inspiration Planning Shopping Experience Reflection to upload their own photos, videos or comments; to earn rewards points; or to enter contests. Stickybits essentially transforms barcodes into media channels. WHO IT’S FOR Exploring N/A Getting product Exploring Uploading brand- and information and brand- and brand Consumer user- participating in user- experiences Smartphone owners interested in sharing opinions about promotions generated generated Scanning to brands or participating in promotions content in-store content earn points or Brand rewards Any product with a UPC code. Could also be tailored for retail establishments or venues through custom Stickybits barcodesG2’S POV LOW HIGHLOW RISK, UNCERTAIN REWARDS The concept of Stickybits is compelling:literally getting products into people’s hands as they scan barcodes to find out ADDRESSES SHOPPER NEEDS xmore about them or to participate in promotions. What better way to capture their x INFLUENCES BRAND CONSIDERATIONattention in-store or at home? However, Stickybits has yet to attract a significant PROVIDES AN IMMERSIVE BRAND EXPERIENCE xuser base, experimentation still dominates early efforts and participation rates DRIVES BRAND PURCHASES (TRANSACTIONAL) xhave been low. While launching a promotion on the platform is inexpensive, any x PLANNED PURCHASESinitiative will require consumer education and awareness building. x IMPULSE PURCHASESTo start, upload “official” content – such as photos, videos or links – to barcodes so BUILDS BRAND LOYALTY (REPEAT PURCHASE) xthat Stickybits users see branded content first when scanning a product. Monitor GENERATES BRAND BUZZ (SOCIAL) xuser-generated content attached to barcodes as you would other social media. As x BROAD USER ADOPTION POTENTIALa next step, consider leveraging the Stickybits platform for rewards programs orcontests. 200
Fifth
Avenue
|
New
York,
NY
10010
|
t.
+1
212
537
3700


f.
+1
212
537
3737

|

www.g2.com
  3. 3. EMERGING TECH ANALYSIS 3 3/9/2011 A CLOSER LOOK Stickybits is a mobile barcode-scanning app for iPhones and Androids, with a BlackBerry version on the way. When it first launched in March 2010, the focus was on helping people build “communities” around products by attaching comments, photos or videos to barcodes. The concept of scanning barcodes to reveal their hidden content was intriguing, but users weren’t sure how to use the service. It was also difficult for brands to launch promotions and reward users for scanning activity. The app relaunched in November 2010 as a “product check-in” platform focused on helping brands reward users for scanning barcodes. Users who scan barcodes can still view official brand content; comments, ratings, photos and videos left by others; and the locations where each code has been scanned. They can also upload their own content to barcodes and share their Stickybits activity1 with others on Facebook and Twitter. The new version adds an element of gaming: Users compete in various scanning challenges (branded or not) to accumulate points and rewards. The promotion management tool provides brands with a great deal of flexibility in creating promotions. Users can be rewarded for scanning a particular product assortment (e.g., four types of cookie flavors to win) or based on where they scan a product (e.g., at a Target store to win). The tool also makes it easy to set up age gates, moderate user-generated content and track program analytics. Stickybits currently charges $100 per promotion. Beyond using the platform for one-off promotions, brands can work with the Stickybits API to integrate a longer-term rewards-for-scanning program into their own mobile apps. Because Stickybits utilizes UPC codes, no modifications to packaging are required, and content uploads and promotions can be quickly activated. Stores and venues that don’t have barcodes but still want to drive engagement can also take advantage of the Stickybits platform: Custom Stickybits barcodes are easy to From
top
left,
clockwise:
user
pro3ile,
FIJI
Water
contest,
Ben
&
Jerry’s
 create for retail locations, events and venues to drive and reward user2 Stickybits.com
page,
HarperCollins
contest participation. 200
Fifth
Avenue
|
New
York,
NY
10010
|
t.
+1
212
537
3700


f.
+1
212
537
3737

|

www.g2.com
  4. 4. EMERGING TECH ANALYSIS 4 3/9/2011 BRAND OPPORTUNITIES 1. Attach branded content to product barcodes. This might include product information, links to websites and social networks, photos, or audio or videoCOMPETITIVE SPACE content. Track content that users post, interact as needed and flag inappropriate content for removal through the Stickybits content managerThere are no direct competitors allowing users to attach their own content tool.to a barcode. Barcode scanning apps like ScanLife and RedLaser provideinformation and brand content. Some apps, like Shopkick and 2. Launch Stickybits promotions that encourage engagement throughCheckPoints, reward consumers for in-store product scans. scanning, content creation and sharing. There are various ways to implement these promotions. The most basic promotion enters users intoPARTNERS a sweepstakes or product giveaway simply for scanning and/or content sharing. Location-based promotions that require users to scan barcodes inBen & Jerry’s, Burger King, DonQ Rum, Elmer’s Products, FIJI Water, particular stores or places offer opportunities for retailer/brandHarperCollins, Nintendo, PepsiCo, Unilever, Universal Music, Zappos partnerships. Group deals unlock rewards only if a certain number of friends scan the product. And combination rewards require that users scanCAMPAIGN EXAMPLES (NEW PLATFORM) a group of products to unlock deals.Ben & Jerry’s: To call attention to fair trade efforts, Ben & Jerry’slaunched a promotion in November 2010 that offered the first 500 3. Create unique Stickybits barcodes for sponsored events or venues,scanners of its Fairtrade ice cream a free T-shirt. Results were tracked rewarding users who scan the codes and/or upload content.through the analytics dashboard and a follow-up survey: 675 people 4. Leverage the Stickybits API in branded mobile apps (e.g., a points or rewardscanned barcodes, with 78% scanning the product in-store, 50% program linked to product scanning) or incorporate brand-relevantpurchasing a pint and 81% mentioning the promotion to a friend. Stickybits content into existing websites and social networks.Zappos: Users scan the barcode on their Zappos boxes and upload photos 5. Partner with Stickybits to mine user scanning data in order to deliverof their purchase to unlock special rewards. targeted offers and challenges. For example, users who scan cosmeticsLipton’s Brisk Tea: The brand launched street murals with custom products could be offered a free sample of a new mascara.Stickybits barcodes in New York and Los Angeles. Users scan the code toview a time-lapse video of the mural being painted and are then prompted KEEP IN MINDto scan a can for a chance to win an Xbox 360. The concept of scanning and appending content is a novelty, and StickybitsHarperCollins: The publishing house is running contests that reward does not have a large user base. Fun, unique programs will increase theStickybits users who scan book barcodes. For example, a user who likelihood that consumers download the app and participate. Brands thatuploads a comment, photo or video of a home renovation project to the deploy Stickybits programs will need to market them as widely as possiblebarcode on Mike Holmes’s book Make It Right: Kitchens and Bathrooms is (e.g., via website, email, social, print, OOH) and educate consumers about theentered into a sweepstakes where the winner will receive a free home mechanics of participation.inspection. 200
Fifth
Avenue
|
New
York,
NY
10010
|
t.
+1
212
537
3700


f.
+1
212
537
3737

|

www.g2.com

×