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New brands flutter with iButterfly

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Cheers and Yoshinoya are the next set of brands to leverage Dentsu's mobile app iButterfly to boost retail sales.For Cheers, it will give away selected promotional items until the end of the month to those who capture virtual butterflies. These butterflies can be caught anywhere around the country for a one time redemption offer, after which the butterflies will no longer appear on the user's mobile device.Restaurant chain Yoshinoya will also have a Christmas promotion from 22 November to 21 December. Butterflies will appear when the users are around or at the restaurant and they can catch them to redeem promotional items or discounts.Last year The Body Shop launched the app as part of The Body Shop's 35th birthday celebrations. The brand got users to catch butterflies, which they could see through the iPhone's camera viewfinder by swinging the iPhone like a butterfly net. The app could be used across the iPhone, iPod touch and iPad within a 150 meter radius of any The Body Shop outlet.Meanwhile, an event was also held at *Scape allowing mall goers to participate in an event earlier in the week and where they could catch virtual butterflies to redeem products and vouchers from participating brands. The butterflies had various products and promotions attached to them ranging from potato chips to facials and others.iButterfly uses augmented reality, motion sensors, and global positioning system (GPS) technologies to allow consumers to "see" and catch customised butterflies at specific locations through their smartphones.Dentsu has rolled out the iButterfly app in other markets as well including Thailand, the Philippines, Hong Kong, Malaysia and Indonesia. Dentsu Singapore is currently in talks with other brands on collaborations using the iButterfly application.

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