The unique Facebook application allows users to choose their favorite sport and extend their support by energizing the entire contingent with a glass of milk
BestMediaInfo Bureau | Delhi | August 2, 2012
With Amulâs recent collaboration with the Indian Olympic Association as the official sponsors of the Indian contingent at the London 2012 Olympic Games, Draftfcb Ulka Interactive planned and executed an exclusive Facebook application, âEnergise the Olympiansâ to maintain high engagement level as well as to cheer and the keep up the Indian spirit and support towards the Olympians.
This exclusive application allows users to choose their favorite sport and extend their support by energizing the entire contingent with a glass of milk. âEnergise the Olympiansâ app allows users to add a badge to their profile as a token of appreciation for showing support to the Indian Contingents. In a span of just 10 days, âEnergize the Olympiansâ has generated extensive buzz and received thousands of app plays even before the flag off Olympics 2012. Amul has reached a milestone of 5 lakh likes on Facebook.
Says Haresh Moorjani, Creative Director, Draftfcb + Ulka, âThe campaign thought â Milk, the worldâs original energy drink â allows for interesting interpretations. In the digital media, taking the thought ahead, âEnergize the Olympiansâ engages the youth by not only empowering them to energize the athletes but also show their pride with the badge on their FB profile.â
âEnergize the Olympiansâ celebrates a harmony amongst the brandsâ product values, the spirit to unity, and the customerâs mindset of having a pride in association. It helps to engage with young generation so that they can enjoy a healthy life and strive to become super achievers in all their endeavors.
R S Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation said, âAmul is proud to be associated with the Indian Olympic Contingent for the London 2012 Games. We hope that Indian sportsmen will achieve the pinnacle of glory at the event by delivering their career best performance at the event.â
Earlier this year, the Amul Milk Olympics TVC was premiered on Facebook, as a tribute to all its loyal fans. This gave a different dimension in terms of understanding the viewer interactions along with reactions, and also helped creating awareness and understanding the campaign sentiments/performance and added buzz on a mass scale.
âThe Amul Milk & Energise your Olympiansâ application stood to be an ideal platform to consolidate the âworldâs original energy drinkâ offering that began with the sponsorship of the Indian Olympics team and an extremely innovative way to boost the morale of the Olympians.
âEnergize the Olympiansâ strengthens Amulâs commitment & association with the Olympics encouraging youngsters to support their favourite athlete. An innovative way to strengthen the energy platform owned by the brand by bringing in various athletes representing various sportsâ, said Nitin Karkare, COO, Draftfcb + Ulka.