The app is designed to encourage Singaporeans to continue to live a healthy and active lifestyle, says the company. The application includes an element of gamification which is backed by the latest Beacon* technology. The Beacon technology, to be set up at all 7-Eleven stores in Singapore, will send area-specific content to the app depending on the distance a runner has completed.
The app can also make a run more interesting through generating customised running courses. 7-Eleven stores along the route will be represented as hydration points.
Additional bonus points, called participation points, can be accumulated when users tap on the Beacon devices at 7-Eleven cashier counters if they are on a run, complete a running course, or make a Pocari SWEAT purchase. The longer the running distance, the more points a user will receive. Users can also earn tokens and play games that involve visits to 7-Eleven stores as well.
"We chose 7-Eleven to roll out the BEACON technology as it is a recognised international brand which constantly emphasizes on excellent customer service delivery. We hope to leverage its extensive network of more than 500 stores and create the next level of customer interaction experience both in-store and on-street. There will be plans in the pipeline for BEACON to be extensively utilised for other promotions and campaigns by other companies after the launch of the Pocari SWEAT campaign," said Takamasa Tokumo, Executive Director of Asatsu-DK Singapore, an advertising agency that co-developed the app with digital production company AID-DCC and which also developed Beacon.
He added, "With consumers becoming more tech-savvy, this new technology will help create a revolutionary consumer experience - one that is fun and interactive, yet meaningful and adds value to the consumer, such as supporting them in achieving their healthy lifestyle goals in this case."
Pocari SWEAT's Singapore Country Manager Puspita Winawati commented, "We are extremely excited to be incorporating the latest technology in the way we interact with our customers and with the extensive network of the 7-Eleven stores here in Singapore, which serve as water points, runners will have the flexibility of enjoying the Pocari Cross Run app wherever they want. It is also our hope that through the launch of the Pocari Cross Run app, we can encourage more people to take up running as part of a healthy lifestyle."
*Beacon is the latest low-powered, cost efficient transmitter that is able to notify and connect to customised applications on mobile devices. The technology recognises devices running on the iOS7 and Android 4.3 operating system that are within close proximity. Specific messages or actions can be delivered when the devices are detected.