Dentsu Digital launches mobile marketing platform ‘iButterfly’ in India

Dentsu Digital has announced the launch of mobile marketing platform ‘iButterfly’ in India. Originally developed by Dentsu Inc., ‘iButterfly’ was first launched in Japan in 2010 as a coupon entertainment platform. The tool has been introduced in other Dentsu markets including Singapore, Indonesia, Vietnam, HongKong and Thailand.

Rohit Ohri, chairman, Dentsu India Group, said, “iButterfly - is a truly transformational platform that will help brands in India 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’s India 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, chief executive officer, Dentsu Digital, informed that iButterfly is the first of several digital innovations Dentsu plans to introduce in India 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,” he said.

This mobile application works through a combination of three technologies: Augmented Reality, Motion Sensing and GPS  –  by creating a virtual environment where marketers can push  branded messages  or promotional information  to their target audience by transforming content into virtual butterflies that can be caught on mobile devices and stored through a 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 via Facebook where consumers can keep track of new offers and information on various brands by signing up and following the iButterfly conversation.

On the application of the tool, Ireland added, “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 even Facebook fan pages. ‘iButterfly’ can also trigger consumer purchase behavior 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.”