Case study
The Butterfly Trail
The story behind the experience
During an event in New Brunswick, our team met the creators of The Butterfly Trail, a well-established educational tourism project in the region. The original idea: a 15-stop trail, each featuring a giant butterfly sculpture and an information panel with texts, photos, and facts about the species.
As we spoke with the local team, we quickly saw the potential to add a playful twist. What if visitors had one more reason to follow the trail—by turning it into an interactive game?
And that’s how the Butterfly Trail quest was born!
Their business goals:
- Share information about the Acadian Peninsula in an accessible and playful way
- Showcase the attractions of each town and stop along the trail
- Encourage visitors to complete the entire Butterfly Trail by sparking their curiosity at every step
- Add an educational dimension by sharing fascinating facts about the butterfly species found in the region
The result : The Butterfly Trail
This quest invites visitors to follow the Butterfly Trail by playing geolocated mini-games at each stop. Each butterfly becomes a gateway to a challenge, a local anecdote, or a hidden gem waiting to be discovered.
As they play, participants learn more about the natural and cultural richness of each town, while uncovering often-overlooked treasures. The game becomes a living marketing tool—fun, informative, and engaging—that highlights the unique attractions of every location along the trail.
Game Synopsis
Have you heard of the “butterfly effect”? The theory suggests that even the smallest change can trigger a chain of much greater reactions.
What if following the Butterfly Trail could change the way you see the world? Sometimes, all it takes is a chance encounter or a striking attraction to shift your path.
Hit the road through the Acadian Peninsula and explore 15 unique stops—each one filled with surprises and challenges to take on… and who knows what wonderful things you’ll discover along the way!
