マレーシア空港にて iButterfly Asia を使用したキャンペーン - Malaysia Airports embarks on innovative promotional campaign #AR

日本で生まれ育ったソーシャルARゲームのiButterfly は、アジアでも成長と繁殖を続けているようだ。

MALAYSIA. Malaysia Airports Holdings Berhad has launched a new retail and rebranding campaign entitled ‘Indulge Till You Fly’, supported by an innovative iPhone/iPad application and a television commercial. 

The campaign underscores Malaysia Airports’ overall strategy to create a lifestyle environment for travellers at the different airports under its Airports Commercial Model (ACM) development plan. Under ACM, all 39 airports managed by the airport company are classified into four categories: Lifestyle, Leisure, Community and Corporate Responsibility. 

ACM will also see the evolution of Kuala Lumpur International Airport (KLIA) from an aviation hub to a self-sufficient and multi-functional ‘airport city’ that moves ahead with time and offers continuous excitement, the company said. 

iButterfly Asia 

To spread awareness of the campaign, Malaysia Airports has deployed a new iPhone/iPad2 application called iButterfly Asia, created by Dentsu Digital Asia. 

The airport company is said to be the first Malaysian organisation to use this innovative mobile information and couponing technology to drive retail and food & beverage sales at its international airports. The app has already enjoyed success in Japan, Singapore and Hong Kong, Malaysia Airports said. 

iButterfly Asia combines three technologies – augmented reality, global positioning system and motion sensors – to give travellers a fun and entertaining platform to enjoy the offerings of participating airport retailers and F&B outlets. 

Designed to engage audiences and reach out to a wider segment of consumers via paper-less ‘coupon entertainment’, the challenge to consumers is to catch butterflies – each containing a different discount coupon, product offering and promotion – seen through the iPhone/iPad2 camera viewfinder by swinging the iPhone like a butterfly net, and then put them in a collection.

Throughout the Indulge Till You Fly campaign period, consumers will be able to catch these butterflies using their iPhones/iPad2 and take advantage of iButterfly Asia exclusive offers. Once users capture their butterflies, they will be able to redeem them for free beverages and exclusive GWPs from participating retailers. 

Consumers can decide when and where they wish to collect promotional offers and information with each butterfly being unique to the participating retailers. Initial participating brands are Delifrance Café & Bakery, L’Occitane and The Coffee Bean & Tea Leaf. More retailers are expected to come on board throughout the duration of the Indulge Till You Fly campaign. 

Malaysia Airports will ‘release’ a total of 10 virtual butterflies throughout the duration of the campaign. 

(via http://www.moodiereport.com/document.php?c_id=6&doc_id=28892)