travel & lifestyle blog by ruth dela cruz

SM Launches iButterfly App: Catch Butterflies and Redeem Deals from Partner Merchants!

May 7, 2012

I went to SM The Block Atrium last Saturday morning, and found this scene. People are raising their smart phones, swirling around, aiming and catching something. Nope, there is no alien invasion reported and the people were not hypnotized or under spell. They are catching butterflies!

Why butterflies? The last time I saw a butterfly was when we went to this tourist spot in the island of Makassar, Indonesia. Then, of course, a bunch of butterflies during my friend’s wedding. Why would people ever catch butterflies? with smart phones?!

They are catching butterflies to use for discounts, freebies and deals with merchant partners. SM Supermalls releases the SM iButterfly – an Augmented Reality Application on your iPhone and Android Mobile Devices last May 5, 2012. It uses 3 technologies:  Augmented Reality, for seeing the iButterflies in the real world, Motion Sensors for catching iButterflies using your phone and your phone’s Global Positioning System or GPS for finding where the iButterflies are. It was previously created by Japan’s Mobile Art Lab and has been successfully launched in Japan, Hongkong, Indonesia, and Singapore.

To know more about the iButterfly, and how you can get deals, click Read More..

To better understand how this application works, watch this video.

Day before the event, I downloaded the iButterfly application in my Android device.

I tried catching butterflies at home, and I did catch colorful ones.

During the event, I saw more butterflies. Once you see it, aim on it, and the application will tell you to catch it.

This sounds like a fun game, and the launching itself was a lot more fun. It was hosted by Raymond Gutierrez – who is just so natural!

A launch is not complete without games! The first one was to come up with the longest word from the word BUTTERFLY. It was funny when Maxene said FLUTTERBY (I remember that accessories shop!). I first thought of Buttery.. then Utterly.. then Fluttery. But too bad, Clara Magalona was quick! She got it on stage first and she won a laptop! Wow.

Next game was sort of a Name That Tune Game. You guess it right, Buttefly by Mariah Carrey was one of the songs.

We were supposed to join the last game – Pass the Message. As Raymond puts it, bawal ang tsismosa sa game na ito. He is so funny! The goal is to get the message right and pass it on to the next person. It appears that the paragraph that they needed to pass is the slogan of Smart!

The event was supported and attended by celebrities and top bloggers. I caught more than butterflies but actions too! See some pictures below: 

The Magalonas enjoying the show

Such a cute family!

Bogart D’Explorer

You see, celebrities can be fans too 😉

It is refreshing to see Liz Uy in a morning event

And Laureen Uy too!

Fashionistas and Musicians

Krispy Kreme served donuts that morning! Some other yummy food includes Kenny Rogers Chicken, Red Ribbon Cakes, Yellow Cab Pizza and Baked Mac, Jollibee Crunchy Burger, and more food!
Kenny Rogers! 

The gorgeous Earth Rullan catching some butterflies. We also tried catching some in Forever21. The guard stopped us and thought we were taking videos of the store. Earth then explain that it is an augmented reality game. The guard was a little snob and firm at first, but after Earth explained, he got curious and excited – and when we left the store, I know he wanted to play the game and catch butterflies too!

Jing trying to catch butterflies, while Don catching some moments.

Kids love this butterfly wings! She will win the best pose! Cute!

During the entire event, audience and attendees were free to catch butterflies. SM actually released special butterflies which carry the BDO logo. So the most exciting part was announced. The first one to catch 7 merchant butterflies will win the LCD TV. And guess who won!
Arkin Magalona!
He got 7 merchant butterflies and (just to be sure) 7 tutorial butterflies (the colorful ones)

I was able to catch two BDO butterflies!

Very interesting and engaging. I thought it is a fun game that would really reward us, and not just give us high scores and bragging rights. Watch our blogger friends catching some butterflies:

Look at the scene after the event. Most of the bloggers, partners, and mall-goers are busy catching butterflies, teaching their friends how to use the application, interviewing key people and having their pictures taken in the iButterfly backdraft.

So do you want to catch butterflies and avail of deals too?

1. Download and install the iButterfly Asia – Philippines application on device using either the Apple App Store or the Android’s Google Play icon at this link:

3. Go to any of the participating SM Supermalls and connect to the Internet using the free SM WiFi or the SM_iButterfly SSID networks.  The list of participating SM Supermalls is below:

SM Mall of Asia, SM Megamall, SM North EDSA, SM City Fairview, SM Southmall, SM City Baguio, SM City Davao and SM City Cebu
3. Launch the iButterfly application, click on the Catch icon, and start catching iButterflies
4. The iButterflies you caught turn into instant prizes. Read and follow the instructions of the prize caught  and claim it at the corresponding participating mall stores. Sample deals:
You can see some of the deals and discounts here
I’ll show you some pictures of the butterflies that you need to catch. Look at how creative the designer/s who made these cute brand butterflies! I love the one for Starbucks and McDonald’s! What’s your bet?

Now, we have more reasons to go to SM, or stores, or support our favorite brands: SM Department Store, SM Cinema, SM Food Court, Global Pinoy, Quantum, Our Home, Baby Camp, Forever21, Jollibee, Greenwich, Chowking, Red Ribbon, Mang Inasal, Krispy Kreme, Kenny Rogers, Yellow Cab Pizza, McDonald’s, Mister Donut, Starbucks, Parfois, Yves Rocher, David’s Salon, Timex, Smart Communications, and Fox’s. 

And of course, I wouldn’t be left out. I found my spot with a beautiful butterfly back draft.. I am glad no one actually tried to catch me using the iButterfly Application!

And this might be the Picture of the Day from Azrael’s photo coverage. Haha. Yeah, I am that competitive to get those butterflies. I told him I didn’t have my camera with me, and he sure did take a picture of me!

Edited to blend with the pictures in this blog 😉 Original picture from Azrael Colladila.

Thank you to Azrael and Mommy Jenny for the pictures! I forgot to bring my camera – coming straight from work. All pictures were taken by my Android device, and I need to edit it to put some character in the pictures. 😉

Have you downloaded the iButterfly application!? What are the deals you have recently redeemed?

SM Supermalls iButterfly Hunt
Promo Period: May 5 –June 30, 2012

Visit for full mechanics of the promo. I’ll catch more butterflies, and I’ll see you in SM Cyberzone, SM North Edsa (this mall has changed alot since I was a kid!), and other SM Supermalls, and partner merchants!

If you like this post, click the like button or the Facebook Share button! Spread the love. Like my Facebook Fan Page at or follow my updates on Twitter @ruthilicious.

If you are reading this post somewhere, it is originally written by Ruth and published in

Leave a Reply

Your email address will not be published. Required fields are marked *