KODW2014 Day 5: Gamer-style Apps Used For Innovative Marketing Campaigns and Rethinking The Traditional Workspace
July 3, 2014
In the late 1950s my Macao-bred pa was a mischievous 10-year-old, and spent most of his sunnier afternoons skipping class and catching dragonflies for his insect collection. He recalls the balmy days spent hunting the fluttery critters as some of the fondest memories of his boyhood.
Mobile app iButterfly taps into this fun, nostalgic spirit to push coupons and products on customers. It uses smart phones to superimpose images and graphics overtop of what you're already viewing through your mobile camera—instead of seeing a regular food court, you could see a butterfly hovering near a taco stall or an ice cream parlour. Consumers then swoop, swipe and tap their phone at the butterflies. When caught, they reveal coupons and deals.
Last Friday, workshop attendees had the opportunity to learn about iButterfly from Donald Chan, the Senior VP of Cherrypicks, the mobile marketing company behind the innovative app. Chan says he believes an enjoyable, exciting human experience is at the core of any successful app. He hired a team of creative talent, including movie directors, graphic designers and photographers to help build an entertaining user experience.
According to Chan, the second focus of any developing app should be creating a unique signature. "Pictures speak more than words. Have a signature image, logo or gesture to represent your mobile app. The signature needs to be distinctive and memorable, to make people remember it," he says. He also says within the interface of an app, real pictures create a user-friendly experience: his team used photos of sushi instead of labelled mobile buttons to strengthen the visuals for sushi chain Genki's mobile app.
iButterfly was so successful that global tech giant Samsung hired it for a product launch. Through the week-long event, flyer-touting butterflies were released gradually and in designated areas. The finale event, held in popular Hong Kong shopping destination Causeway Bay, was a timed release of two king butterflies, which held the prize of a new smart phone. The event was a success, as plenty of hopefuls turned up to swat and swipe within their 'augmented reality'.
Augmented reality, the concept which iButterfly is based on, is defined as using technology to layer info and graphics atop of what you normally see through a camera lens. Another workshop speaker, Tomy Choi, founder of digital design company cccdi ltd., discussed how he used this concept to participate in an exhibit celebrating the 58th anniversary of Ascot Chang. Choi's installation allowed attendees to interact with a virtual, 3D floor plan of the designer's New York City outpost.
Concluding the workshops for the week, Anjali Kelkar, a consultant at furniture design firm Steelcase, discussed how tailoring an office space helps boost productivity. She says most employees don't do their best work at their desk nowadays, mostly due to stress. Kelkar adds that focusing on what workers want in their office space is a win-win situation: employees are more comfortable and their efficiency is increased. Kelkar says the layout of Google’s London office is a prime example of practical, user-centric workspace design—or in any case, a chance to sip tea on the rooftop terrace, take selfies next to a union-jack emblazoned wall or kick back in a room with walls covered in what looks like flowery mattress pads. Add a DJ and some cocktails, and lunch on Fridays could look a lot like afternoons on Saturdays.