VIDEO: iButterfly debuts in Singapore with The Body Shop

The campaign, which will run from 23 September to 16 October, ties in with the beauty brand's 35th anniversary. Customers can catch and collect the virtual butterflies in all 40 of TBS outlets. The collections can then be redeemed for prizes and discounts. There are 10 grand prizes of US$396 (SG$500) in TBS products to be won.

The app, which for this campaign only works for the iPhone, iPod touch and iPad (iOS4.2 and above), uses augmented reality and geo-tagging for its fluttering virtual coupons.

"As the social web becomes increasingly mobile, we see it as a must to deliver value to customers where they are. And how best to execute this but with the technology consumers use every day," said Josephine Chow, general manager, The Body Shop Singapore.