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.