09 Industry, innovation and infrastructure

iButterfly is a gamified location-based coupon and content entertainment App platform, where users acquire coupons or content by hunting 3D flying butterflies. Making use of 3D engine, AR, location enablement and motion-sensing technologies, iButterfly combines the joy of social gaming and coupon downloads for a brand-new experience. Users enjoy the reality feeling of catching “butterflies” flying in the AR world. The attractive butterflies are loaded with branded discount coupons and interesting contents. Advertisers pay to conduct campaigns which engage and drive users to their retail presence. Users can also share butterflies with friends through Facebook. iButterfly was first introduced in Japan by Dentsu Japan and took the Hong Kong market by storm in May 2011. It became an overnight hit with over 10 million butterflies caught and 350,000 users. In Thailand, iButterfly captured 100,000 downloads in the first week. In the Philippines, the largest shopping enterprise, SM Malls, embraced iButterfly as its promotion vehicle. In Indonesia, Unilever and top music bands are major partners. This unprecedented marketing platform has won over 10 local and international awards for its commercial success and creativity since 2011, capturing the imagination of advertisers in the region.