More than 35 different species of butterflies have been released at international airports in Malaysia, it has been revealed.
Welcome to the world of iButterfly, a unique mobile application combining three technologies - augmented reality, global positioning system and motion sensing.
It is also a fun, entertaining platform for today's on-the-move consumers, enabling them to enjoy great offerings via mobile information delivery and paperless couponing technology.
Malaysia Airports Holdings Berhad (Malaysia Airports) is the first company in the country to leverage on the technology, a proprietary innovation by Dentsu, at all five of its international airports.
"We are proud that Malaysia Airports was the first in Malaysia to utilise the iButterfly application when it was launched in 2011. Today, we are adding to the 'species' of butterflies that are going to be flying at our international airports," the STra Online quoted Faizah Khairuddin, senior general manager of Commercial Services at Malaysia Airports, as saying.
"This technology underscores our creative approach to promoting airports as credible lifestyle destinations for shopping and dining.
"Statistics have shown that 46 percent of travellers aged 22-plus engage with mobile devices while waiting for their flights*. iButterfly is an ideal digital platform to engage with our travellers while they are at the airport," he said.
iButterfly challenges consumers to catch the virtual butterflies, seen through the iPhone or iPad camera viewfinder.
A user just has to download the app, launch it and try to catch the virtual butterflies by swinging his or her device like a butterfly net.
The captured butterflies can be redeemed for free beverages, discounts and exclusive gifts with purchases from participating retailers at KL International Airport including LCCT-KLIA, Langkawi International Airport, Penang International Airport, Kuching International Airport and Kota Kinabalu International Airport.
Each butterfly contains a different discount coupon, product offering and promotion unique to a participating retailer.
The beauty of the iButterfly campaign is that consumers can decide when and at which international airport in Malaysia they wish to collect the offers.
"The iButterfly initiative forms part of our Indulge Till You Fly (ITUF) campaign, which supports our overall strategy to create an attractive and appealing lifestyle environment for travellers and visitors," Faizah said.
"By offering such groundbreaking technology to our concessionaires, we are adding value to their brands while underpinning our distinction as an airport operator.
"Brands can take advantage of this digital platform to come up with exciting promotional activities whereby the development turnaround is shorter. They can also refresh their campaigns to be timed according to seasonal promotions," he added. (ANI)