An advertising agency hired by the aquarium published something called a "Penguin Navi" app. You load the app and wave your phone around. On your phone's screen you'll see penguins walking in the direction of the aquarium doors. Follow the penguins, and you'll get to your destination. A video from the agency describing the project is embedded below. Quote unquote: "we human beings are magically drawn to cute animals."
Realistic penguin walking was created via the use of ten cameras that captured the movements of the living birds.
Apparently attendance jumped by 152% the month after the app was published, without the aquarium changing anything about their exhibits.
The Japanese-language Sunshine Aquarium site is here. We couldn't find an English version of the page and even Chrome's autotranslate is choking on the language. There's a PDF tourism brochure with a map here, but it's also in Japanese even though it's linked from Sunshine City's English-language tourism page. The Frommer's review with hours and location is here, but as with all vacation guides on the Internet you're strongly encouraged to call ahead to make sure the information is even close to accurate.
[Photo: Brand Buffet / YouTube]