Frito-Lay's Cheetos places 2D bar codes on packaging

The Frito-Lay subsidiary in Mexico called Sabritas is now using a 2D bar code on a special Halloween version of Cheetos packages to engage consumers. The code is placed on the Cheetos package and links to free branded wallpapers. Scanbuy is making it possible for Mexicans to scan the code using a mobile application called Códigos Ideas, which is widely distributed on Telcel handsets.


“2D bar codes give Sabritas a very engaging way to deliver branded content right to the phone,” said Jonathan Bulkeley, CEO of Scanbuy, New York. "The code effectively mobilizes a physical object, like a package, in a very simple way for the consumer.”
Cheetos isn’t the only brand using 2D bar codes on packaging. Major marketers like Coca-Cola and Nike have seen good results with the Scanbuy technology in Mexico. Bissell, floor-care innovator and maker of home-cleaning products, has placed EZcodes across an entire line of vacuum cleaners which are sold by retailers nationwide.
The codes link to additional information on the product to help inform shoppers in the store.“Often times, a company will invest in mobilizing their content, but then have difficulty driving traffic to it,” Mr. Bulkeley said. “The visibility of the 2D code makes it easier for people to get to that content in seconds.