From a marketer’s perspective, the uniqueness of iButterfly is that one can select a designated time, range and location where butterflies can be introduced; this adds to the flexibility of running multiple campaigns across various locations
BestMediaInfo Bureau | Delhi | January 30, 2013
Originally developed by Dentsu Inc., ‘iButterfly’ was first launched inJapanin 2010 as a ‘Coupon Entertainment’ platform. Its innovative design and simple user experience soon connected with consumers across the country and became a massive marketing success story. Now, iButterfly has been successfully launched across the Asian region by many Dentsu network agencies. Markets includeSingapore,Indonesia,Vietnam,Hong Kong,Thailandand others.
Dentsu Digital India is introducing this amazing engagement platform inIndiafor the first time with more enhanced features that are custom built for the Indian consumer. Given the increasing smartphone penetration in urbanIndiaas well as the huge demand for mobile Apps and games, iButterfly could become a complete entertainment hub for mobile phone users.
From a marketer’s perspective, the uniqueness of iButterfly is that one can select a designated time, range and location where butterflies can be introduced; this adds to the flexibility of running multiple campaigns across various locations.
Apart from offers and privileges, marketers can also publish brand information or hyperlink the butterflies to their own official website, apps or evenFacebookfan pages. iButterfly can also trigger consumer purchase behaviour by driving them to visit retail stores to collect special edition brand butterflies, therefore stimulating impulse purchase for a brand and increasing the opportunity to sell.
This unique mobile application works through a combination of three technologies – Augmented Reality, Motion Sensing and GPS. It creates a virtual environment where marketers can push branded messages or promotional information to their target audience by transforming simple content into colourful, eye-catching virtual butterflies that can be caught on mobile devices and stored through a simple swipe action.
Once these butterflies are caught they can be collected and redeemed or traded for exciting offers. These virtual butterflies can also be exchanged amongst friends and family. iButterfly is also integrated into social media, i.e.,Facebook, where consumers can keep track of new offers and information on various brands by signing up and following the iButterfly conversation.
Rohit OhriRohit Ohri, Chairman of Dentsu India Group, commented, “iButterfly is a truly transformational platform that will help brands inIndia create massive differentiation. In a highly fragmented media environment today, brands need to connect with consumers in a disruptive yet simple way. And iButterfly does exactly that by putting the experience right into the hands of the customers. iButterfly brings alive Dentsu’sIndia communication philosophy – ‘currency is the only currency’ – which seeks to build constant relevance for brands in the ‘now’. For customers today, it’s all about the power of immediacy and instant gratification.”
Glen Ireland, CEO – Dentsu Digital, is hugely excited about offering this new platform to marketers. He said, “iButterfly is the first of several digital innovations Dentsu plans to introduce inIndia in 2013. We are keen to build a robust offering by introducing game changing innovations that will help us and our brands get ahead of competition. ‘iButterfly’ is one of the most innovative user experience platforms introduced in the world of Smartphone apps. It successfully ‘gamifies’ and turns coupon and content download into entertainment.”
How to play iButterfly:
1. Free download iButterfly at itunes store
2. Turn the mobile device left and right to catch butterflies
3. Once the Butterfly is saved and stored
4. Click the Butterfly to view details of content
5. Hyperlink to brand’s website
6. Enjoy special offers and discount at retail points
7. Search for your favorite Butterflies via Google maps and continue to catch them at various locations
8. Now share your Butterflies viaFacebookor Bluetooth with friends and family
To find out more about iButterfly, please visit http://www.iButterfly.in
