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Catch virtual butterflies and redeem your prize

Madura McCormack | Nov. 21, 2012
Augmented reality mobile app focused on marketing released in Singapore

Dentsu Singapore, subsidiary of communications company Dentsu Inc, today launched a marketing campaign centered on their augmented reality mobile application.

iButterfly, wholly developed by Dentsu Inc, taps on Augmented Reality, motion sensors, and GPS (Global Positioning System) which allows consumers to "see", find and catch customised virtual butterflies at specific locations on their smartphones.

According to the statement, marketers can use iButterfly coupons which are either time-limited, location-based or number-limited. Marketing strategies also include having customers collect series of different virtual butterflies or in specific geographical locations.

Fluttering in Singapore

Dentsu Singapore launched the app together with the campaign on 17 November at popular teenage hangout *SCAPE, according to the announcement.

Users download the app, check for virtual butterflies in the vicinity, "catch" the byte sized insects via phone camera which then reveals the content.

Dentsu Singapore currently has three participating brands and, according to the company, is currently in talks for collaboration with other brands.

"The iButterfly application saw over 180,000 downloads in the Philippines and similarly strong results in other countries," said Vivian Yeung, head of Digital Solutions at Dentsu Singapore.

Singapore's uptake of the app still arguably remains in the cocoon phase.


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