Stickybits. Will it work?

I just read an article about this new media channel: the can of coke you just purchased or anything that has a barcode. Stickybits is the name of a smart phone application that allows consumers to scan barcodes on products in order to find exclusive contents related to the product. Yes, it can turn out to be a new medium, a very effiective one if it works, but the question here is: "Will it work?" Will consumers really go through the trouble to download the application, go to a store, and scan the barcode just to find out more information about coke?

I believe consumers simply won't be motivated enough to go through all the trouble unless the contents provided really attract them. But the "chicken and egg" problem exists here: brands won't invest enough money to provide quality contents unless Stickybits is proven to work, but without attractive contents, it just simply won't work.

Stickybits is still in its beginning stage. We will have to wait and see how they overcome their obstacles and actually turn it into a new media channel.