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Frito Lay uses 2D barcode technology for Halloween promotion

Barcode on back of packaging gives consumers more information via camera phone

-- Packaging Digest, 10/14/2009 11:38:00 AM

Frito Lay’s Sabritas brand in Mexico is now using 2D (two-dimensional) barcodes on packaging for snacks and chips. The EZcode will initially be placed on millions of special Halloween edition packages for Cheetos that link to promotional content like free mobile wallpapers. People in Mexico can scan the code using a mobile application from Scanbuy called Códigos Ideas, which is widely distributed on Telcel handsets.

Sabritas has placed a simple explanation of how to download and use the free application on the back of the Cheetos package. The application can automatically launch a specific mobile website, deliver downloadable content, and more.  The software can read all major 2D code formats including Datamatrix and QR code, but the EZcode is compatible with a wider variety of camera phones, and they can be significantly smaller in size.

Telcel, the leading wireless operator in Mexico, is preloading the application on new phones like the Sony Ericsson W9955 Walkman™, the S8000 from Samsung, and the Motorola A3100.  It is compatible with hundreds of other models around the world on all major operating systems. 

“Codigos Ideas is now widely available to millions of people in Mexico, so we expect to see many projects like this one in the future,” said Jonathan Bulkeley, Chief Executive Officer of Scanbuy. ”This gives brands a really integrated way of making anything interactive – even a bag of chips.”

Business can also use the Code Management Platform (http://www.scanlife.com/mx), to easily create and track 2D barcode campaigns. Major marketers like Coca-Cola and Nike have already used the technology in Mexico. Individuals can also use the platform for free to create codes that link to their contact information or networking profiles like Facebook, MySpace, and Twitter. Telcel subscribers can download the mobile application for free by going to mx.getscanlife.com on the mobile browser, or texting SCAN to 37071.

SOURCE: Scanbuy, Inc.
 

 

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