The campaign consists of homepage takeovers and pre-roll ads, highlighting the importance of protein recovery for teen athletes after sporting events and training, prior to each episode of the reality show. The MilkPEP ad features Chauncey Billups, point guard for the NBA’s Denver Nuggets, who touts the benefits of drinking low-fat chocolate milk after working out with a “refuel with milk” tagline. The effort lives on HighSchoolSports.net, a hyper-local sports destination where more than 16,000 public high schools have homepages.
When a user clicks on an ad, he or she is redirected to www.bodybymilk.com, where there is more information on Billups and milk’s benefits. On the site, users can check their own schools’ sports schedules, read headlines and get game updates and cancellations. The site will also feature player profiles, behind-the-scenes photos and exclusive clips of the show.
The effort is aimed at a 12- to 17-year-old audience, as well as mothers.
“The Ride” is a reality show that airs on Fox Sports Net affiliates across the country, chronicling eight quarterbacks who are competing for a spot at the US Army All American Bowl, the national high school all star game to be played January 9 in San Antonio. The players go through training programs with top coaches. HighSchoolSports.net is the only online space showing full episodes.
New episodes will appear on TV and online for the next four weeks and will remain online throughout the winter. They will repeat in July and August, leading into the 2010 football season. The show’s winner will be announced with its ninth episode, which airs on New Year’s Eve.
MilkPEP also runs the national milk mustache “Got milk?” campaign. The organization and HighSchoolSports.net have previously worked together on a number of initiatives.
Inquiries to MilkPEP, Lowe New York and HighSchoolSports.net were not immediately returned.