CorpComms Magazine

The Body Shop has been welcoming birds into its stores, but not the columbidae variety you would usually associate with your local high street.

The retailer is has been encouraging shoppers to 'catch' virtual butterflies at its Singapore stores using a specially designed iPhone app. Customers with the Butterfly Asia iPhone app were able to catch butterflies using their phone's cameras by mimicking the action of a butterfly net within a 150 metre radius of a store.

The technology, which uses iPhone's global positioning system combined with motion sensors, allowed successful butterfly hunters to redeem their butterflies at the cashier. The campaign was most recently in Singapore but had previously had two runs in Tokyo and Hong Kong.  

The campaign creates butterflies using augmented reality and location-based information and formed part of the store's 35th birthday celebrations. 

Customers could download the application from the App Store for the iPhone, iPod Touch and iPad.

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