20 November 2012, Singapore – Dentsu Singapore’s largest augmented reality mobile marketing campaign with iButterfly in Singapore was launched last weekend on 17 November 2012 at *SCAPE. Consumers could redeem products and vouchers from Cheers, Gatsby and Yoshinoya by catching virtual butterflies.
Each customized virtual butterfly was designed with product offers ranging from iPhone covers to meal vouchers and potato chips as well as facial packs. Three iPad Minis were won by consumers who caught limited edition golden butterflies during the event.
iButterfly is a free mobile application and is available for download on both iOS and Android platforms. It combines Augmented Reality, Motion Sensors and Global Positioning System (GPS) technologies to allow consumers to “see”, find and catch customized butterflies at specific locations through their smartphones.
Marketers can tap on the iButterfly application’s potential to customize promotional mechanics based on their campaign needs. iButterfly coupons can be time-limited, location-based, or number-limited. Marketers can design tactics such as having consumers collect a series of different butterflies in order to collect prizes, or have butterflies available only in specific geographical areas.
Prior to this, iButterfly made earlier appearances at Body Shop and large scale festivals and events such as the Night Festival 2012, Anime Festival Asia 2012, and the FINA/ARENA Swimming World Cup.
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