iButterfly--a platform developed by cherrypicks and Media Palette Hong Kong and can be deployed for different brands--is an example of pleasant surprises on mobile apps, Chiu noted. Supported by AR, motion sensor and GPS technology, the app allow consumers to decide when and where they wish to collect promotional offers and product information by catching butterflies that are added to their collection.

"Downloading coupons isn't anything new and is boring for some people," said Chiu. "But the idea of letting users catch coupons and decide when they use them makes coupon-downloading more fun."