MilkPEP promotes mobile site with integrated campaign

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The Milk Processor Education Program (MilkPEP) is conducting a marketing campaign encouraging consumers to drink milk to make up for the lack of nutrients in the their diets. Draftfcb Chicago executed the effort, launched January 11, along with partner Interpublic Group agencies.

The "Pour One More" effort is also supported by the launch of a mobile website, m.whymilk.com. 

The campaign includes an instant-win promotion in which 120 consumers – four per day for a month – will win free milk for a year. It also has point-of-sale, e-mail and digital promotions to urge consumers to enter the game through the mobile site or by texting. After they enter, consumers are asked if they want to receive text updates from MilkPEP. The effort also includes print and TV ads.

“We wanted to be sure there was a text component as we start to build our database and reach out to consumers through that channel,” said Robin Reeves, management director at Draftfcb Chicago. “Especially for retail-based promotions, where the mother is in the store and sees the advertisement. Now, she can go directly to the site to enter.”

When the campaign ends on February 9, MilkPEP will convert site to its new mobile portal, featuring celebrity updates, information about upcoming promotions and nutritional data. The campaign features actress Susan Sarandon as a celebrity spokesperson.

About 2% of WhyMilk.com's traffic came from mobile devices before the site was optimized for smartphones, indicating consumer demand, Reeves noted.

Draftfcb is managing the point-of-sale, e-mail and digital components, while Interpublic Group sister agencies Deutsch and Weber Shandwick are handling the TV and print ads and PR executions, respectively.

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