Promo Milks Teens' Fondness for Video Games

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The National Fluid Milk Processors Association is targeting male teen-agers with a peel-and-win promotion that directs them to a dedicated Web site to redeem video games, gift certificates and other prizes.

The peel-and-win stickers, which are on 300 million gallons of milk nationwide, carry awards for free video games from Electronic Arts that can be redeemed instantly at or $10 discounts on select EA video and computer games.

"By enticing teens with the entertainment they like best, the Cyber Loot promotion's goal is to encourage milk consumption among young adults, a group that falls far short of its recommended amount of calcium," the NFMPA said in a statement.

The NFMPA, Dairy Management Inc., Electronic Arts and America Online teamed to promote the "Got milk? Cyber Loot" effort. Consumers also can win one of 20,000 $15 cash certificates that can be redeemed through the mail or at more than 25,000 retail locations. The promotion began Oct. 1 and runs through Nov. 15.

The print, radio and online campaign produced 700 redemptions at by Oct. 9 and increased traffic and sales at Electronic Arts' online store at its gaming site, CyberLoot's redemption page is a microsite of EA's online store, allowing consumers to shop for EA products and redeem gift certificates.

The "sweet spot" of EA's demographic is males ages 17-18. EA's online gaming site attracts more than 2 million visitors monthly, 70 percent of whom are male.

In addition to radio and newspaper advertising, NFMPA is marketing the program for free on several contest and teen Web sites. The organization submitted information on the promotion to sites that cover contests and promotions, then sites could choose to display a link to it.

NFMPA also posted messages on message boards with high teen traffic.

Banner ads on several AOL sites have resulted in "average" click-throughs to, said Linda Morganstern, account director at Marketing Drive Worldwide's Minneapolis office, which is handling the CyberLoot marketing campaign.

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