Promo Milks Teens' Fondness for Video Games

Share this content:
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.

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here