Thursday, May 5, 2011

Adidas debuts iButterfly smartphone app in Hong Kong

Curated By ZenithOptimedia, The ROI Agency
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The campaign is in addition to its new global integrated Adidas ClimaCool campaign.

Adidas has created the new app in collaboration with iButterfly, which provides location-based information. According to an Adidas spokesperson, they are one of four advertisers and the first sports brand to work with them.

Following the butterflies' allocation across town through an interactive map, iPhone users can turn their phones into a portable net and 'catch' different butterflies through augmented reality (AR), motion sensor and GPS technologies. Special edition butterflies will appear at specified times and locations in the city.

Adidas and iButterfly will launch nine different coloured butterflies inspired by the Adidas ClimaCool collection, including one special edition and one limited edition.

Consumers can enjoy various cash and discount coupons according to the number of different coloured butterflies they ‘catch’.

From 17 May, iPhone users can download the iButterfly app from 

The app is supported by a 15-second TV commercial starring renowned football star David Beckham. The TVC was broadcast in Hong Kong on TVB Jade and J2 in late April.

The advertising campaign will also feature on billboards across busy shopping districts Mongkok, Admiralty and Mongkok MTR stations, Cross Harbour Tunnel’s Kowloon side exit and bus bodies. Additional ads will run in print and online.