MALAYSIA. Malaysia Airports has extended its use of iButterfly as a promotional platform, following the debut of the innovative mobile app last year.
Developed by Dentsu, iButterfly is a mobile app combining three technologies – augmented reality, global positioning system and motion sensors – to give travellers an entertaining platform to see the offerings of participating airport retailers and dining outlets.
As reported, Malaysia Airports claims to be the first Malaysian organisation to leverage this technology at all five of its international airports when it launched the app in 2011. Building on that initial momentum, the airport company is extending its iButterfly platform this year with the addition of more brands and offers.
Malaysia Airports Senior General Manager of Commercial Services Puan Faizah Khairuddin said: “We are proud that Malaysia Airports was the first in Malaysia to utilise the iButterfly application. It underscores our creative approach to promoting airports as credible lifestyle destinations for shopping and dining.
“Statistics have shown that 46% of travellers aged 22+ engage with mobile devices while waiting for their flights (source: Comscore). Hence, iButterfly is an ideal digital platform to engage with our travellers whilst they are at the airport.
“More importantly, by offering this ground breaking technology to our concessionaires, we are adding value to their brands while underpinning our distinction as an airport operator.”
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Malaysia Airports Senior General Manager Commercial Services Faizah Khairuddin with her captured butterfly; “[The iButterfly app] underscores our creative approach to promoting airports as credible lifestyle destinations for shopping and dining,” she says |
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iButterfly challenges consumers to catch virtual butterflies – each containing a discount coupon, product offering and promotion – by swinging their mobile devices like a butterfly net |
Designed to engage audiences and reach out to a wider segment of consumers via paper-less “˜coupon entertainment’, iButterfly challenges consumers to catch butterflies seen through the iPhone/iPad2/New iPad camera viewfinder. First, consumers have to download the iButterfly app on his/her Apple device. Once done, they can catch the virtual butterflies by swinging their mobile devices like a butterfly net, and then putting the captured butterflies in a collection. Each butterfly contains a different discount coupon, product offering and promotion, all of which are unique to the participating retailers.
The captured butterflies can be redeemed for free beverages, discounts and exclusive gifts with purchases from participating retailers and food & beverage operators at Kuala Lumpur International Airport (KLIA) including KLIA’s Low Cost Carrier Terminal, Langkawi International Airport, Penang International Airport, Kuching International Airport and Kota Kinabalu International Airport.
Importantly, consumers can decide when and at which international airport in Malaysia they wish to redeem the promotional offers, which will be constantly refreshed. Redemption of the virtual butterflies will be an ongoing promotional campaign.
The 2011 debut of iButterfly saw the “˜release’ of 10 virtual butterflies throughout the duration of the campaign. This year, beginning 6 November, Malaysia Airports is releasing 35 “˜species’ of butterflies.
Participating brands are Bijoux Terner, Bonia, Burger King, Café Barbera, Colours & Fragrances, Choc Stop International, Diamoney, Delifrance Café & Bakery, Dunkin’ Donuts, Eraman, Fauchon Paris Le Café, Flying Nomad Clothing, Fotopro, Fukuya, Gold City, Hush Puppies, Khazanah, L’Occitane, Lizara, Royal Selangor, Satay Club Grill & Bar, Secret Recipe, Sembonia, Starbucks Coffee, The Body Shop, The Coffee Bean & Tea Leaf, The Olive Tree, Toy Paradise, Malaysian Wok, Valentino Rudy, and Zon Emporium.
To mark the release of these butterflies, Malaysia Airports hosted an “˜iButterfly Catch Up Day’ at KLIA this week. Travellers, business partners and members of the public were invited to KLIA to admire and catch the different species of virtual butterflies fluttering across the airport. Capitalising on the social media platform, the event was also publicised on Facebook to engage a wider audience where potential attendees are awarded a RM50 (US$16.40) cash voucher, which are redeemable for the first 100 guests. The event also included other giveaways such as cash vouchers and iPhone or iPad accessories.
Joining in were social media personalities Afdlin Shauki, Sazzy Falak and DJ Altimet. Attendees also have the option of taking part in the iButterfly dance.
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To mark the “˜release’ of its butterflies, Malaysia Airports hosted an “˜iButterfly Catch Up Day’ at KLIA, where social media personalities Afdlin Shauki, Sazzy Falak and DJ Altimet joined in the fun: (L-R) Sazzy Falak, DJ Altimet, Malaysia Airports Sepang General Manager Mohammad Suhaimi Abdul Mubin, Malaysia Airports Senior General Manager Commercial Services Faizah Khairuddin, and Afdlin Shauki |
Puan Faizah explained: “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. Brands can take advantage of this digital platform to come up with exciting promotional activities whereby the development turnaround is shorter. Brands are able to refresh their campaign to be timed according to their seasonal campaign duration.
“Non-aviation revenue is becoming a major source of airport revenue around the world. This is increasingly so for Malaysia Airports. Through campaigns such as the ITUF and its various supporting initiatives like iButterfly, we aim to broaden our appeal as an exciting retail destination – not just for travellers but also for visitors, employees, business partners, and more.”
Travellers at KLIA can look out for Malaysia Airports’ iButterfly ambassadors for more information on how to catch the butterflies as well as participate in the on-ground iButterfly wind tunnel booths where they stand a chance to win exciting prizes.
Malaysia Airports is promoting the iButterfly initiative on various social media platforms – Facebook, Youtube, Twitter, Google 1+, Pinterest, and FourSquare – under the name “˜iButterfly MAHB’.
Besides Malaysia, the iButterfly technology is also available in Japan, Hong Kong, Singapore, Indonesia and the Philippines.
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22-year-old Tai Yen Gee from Melaka (left), the winner of an iPad2 at Malaysia Airports’ “˜iButterfly Catch Up Day’, and Puan Faizah Khairuddin (right) |
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23-year-old Ivy Phan Ai Wee from Sungai Pelek, Selangor (left), the winner of an iPhone 4S, with Puan Faizah Khairuddin (right) |
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Ivy Phan Ai Wee (left) and Tai Yen Gee (right) celebrate with their prizes in KLIA |
