This Augmented Reality campaign in Japan is an indication of just what the potential is for AR as a marketing tool that delivers fun, eclectic, resonant engagement. By “collecting” the virtual butterflies using a downloadable mobile app, users can add to their “collection” — and turn that collection into coupons and vouchers.
Even better, the “butterflies” are swappable with friends, just like items in a real collection would be. That turns it into a social activity that’s a completely natural viral extension. But it also injects a layer of wide-open gameplay into the activity that takes it beyond marketing, giving it authenticity that’s a rare commodity for any marketer to create.