Emily Tan
Jun 7, 2012

Rally Malaysia gets 100Plus fans in a line for the olympics

KUALA LUMPUR - IPG Mediabrands' social marketing agency Rally is engaging Malaysia's Olympic fans with its 'Line to London' social-media app for isotonic sports drink 100Plus.

Facebook app gives fans a way to support their sporting heroes
Facebook app gives fans a way to support their sporting heroes

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.

Along with this promotion, Rally will also be running a separate social-media engagement titled 'The Road to Glory' which invites participants from the Line to London app to unlock exclusive content on Lee Chong Wei's path to the Olympics. 
 
Along with the social drive, the campaign is supported by traditional, digital and on-ground activations. In the first two weeks of its launch the app had already drawn thousands of entries. 
 
Radio and TV work for the Road to London campaign is handled by Publicis Malaysia while supporting media is managed by Mediabrands agency, Initiative.

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