The app is part of 100Plus' ongoing campaign, 'Road to London', which supports the drink brand's ambassador and Malaysian sports icon, badminton-player Lee Chong Wei. "The call to action for 100Plus is a natural brand extension, having journeyed with Lee Chong Wei through countless years of trainings and moreso heading into the Olympics, which is the curtain call for Malaysia’s most successful badminton star," said a spokesperson for Rally.
Based on the insight that many fans who would like to travel to London to support Lee cannot do so, Rally aims to give them a chance to send their wishes with the Facebook and Twitter integrated app.
Launched on 7 May, the app allows users to post messages of support for Malaysian competitors in the form of text, photo or videos in the lead-up to the 2012 London Olympics in July. Once a user posts a message, their digital avatar joins in the queue, along with thousands of other supporters. The users can then share their cheer with friends and family through their social network, with the most creative entries winning a new iPad, branded headphone or branded mobile device.
The application is a product of IPG Mediabrands new social offering, Rally. The social service provides clients across the region with services in the areas of social marketing strategy, P2P communications, advocacy management, conversation planning and social commerce.