Got Milk? effort takes a digital route

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The Milk Processor Education Program (MilkPEP) has added an iPad application to the traditional advertising, live event and sweepstakes elements of this year's “Got Milk?” ad campaign. St. Louis Cardinals' All-Star Albert Pujols is featured in the iPad app, launched in tandem with Sports Illustrated late last month.

The overall 2010 integrated campaign, created by agency Deutsch, includes print, television, events, mobile and online elements, as well as a sweepstakes. It also features celebrity chef Tyler Florence and reality TV star Lauren Conrad.

The group is using celebrity star power to further its mobile marketing and data capture elements. Lauren Conrad, of Laguna Beach and The Hills fame, appears in a TV ad that includes a SMS short code. Consumers can take a picture of the Conrad ad, then text it to the short code to get a video in return.

MilkPEP is also conducting a cross-country tour stopping in 75 cities. At the stops, consumers can sign up to enter to win a trip to San Francisco to have dinner with Florence. Consumers can also enter through WhyMilk.com, Facebook and Twitter. MilkPep is collecting consumer data from both the sweepstakes and the SMS elements.

The partnership with Sports Illustrated allows MilkPEP to target young men and male teenagers. Vivien Godfrey, CEO of MilkPEP, said the organization partnered with the magazine because the members of its target demographic “are big consumers of milk.”

“According to data about milk consumption, young men — particularly young men involved in sports — are big consumers of milk,” she said.

Godfrey said MilkPEP will wait for the campaign's results before adding additional pieces to the campaign. It is measuring how many people view the ad and other content near it on the app, such as behind-the-scenes video of Pujols. The organization also wants to see how Sport Illustrated's audience delivery grows. 

“We're very interested to see if Apple is going to provide some more information to prospective advertisers, like MilkPEP, about the nature of the people who are buying the iPad. That would be great for us,” she said. “With a very new medium like applications on the iPad, we're kind of flying blind. We want a better understanding of who we are reaching.”

Other brands are also tying themselves to the Got Milk? campaign. Nabisco, for instance, launched a sweepstakes in early June that allows fans to submit a photo and “favorite Nabisco cookie and milk” moment on Facebook. The winner's family will participate in a professional photo shoot for the ad, which will appear in Kraft's Food & Family magazine later this year.

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