Best Integrated Campaign 2014
Winner: Weber Shandwick and Milk Processor Education Program (MilkPEP)
Campaign: Milk Tackles Breakfast at Super Bowl XLVII
The iconic ‘Got Milk?’ Campaign, driven by the Milk Processor Education Program (MilkPEP), has a longstanding history with the Super Bowl – developing milk mustache print ads featuring players from each team for the past 17 years.
But in 2013, the program unveiled a Super Bowl commercial featuring Hollywood actor and WWE wrestler Dwayne ‘The Rock’ Johnson to highlight the powerful role milk’s high-quality protein plays in the morning meal.
PR agency Weber Shandwick was tasked with raising protein awareness and consumer engagement, as well as increasing milk sales.
In the weeks prior to the big game, the team actively engaged fans in real time on Twitter, launched two activations, and joined Twitter’s #AdScrimmage competition, in which the campaign placed second in a consumer voting contest for best Super Bowl commercial.
Strategic partnerships were developed with Dairy Management, Fuel Up to Play 60, and parent influencer groups such as The Motherhood and Dad 2.0 conference, to further drive messaging on social channels.
This initiative managed to break through the Super Bowl clutter as Weber’s team successfully leveraged social media outreach to great effect.
With 440 million earned media impressions, this was the largest and most efficient MilkPEP program to date. Social results were terrific as the ad was viewed 2.1 million times online, and garnered more than 231 million social media impressions, 55,000 Facebook interactions, and about 3,000 mentions on Twitter.