March 19th, 2008
Got Milk? Taps MySpace with New Campaign
By Amy Johannes
The company behind the Got Milk? tagline is rolling out a new campaign targeting teenagers to get them thinking about milk and music. Only this time, it’s using a social networking site to do it.
In a first for the firm, the California Milk Processor Board is targeting teens and is turning to social networking site MySpace.com to promote its new 2008 “White Gold” ad campaign. The company created a page on MySpace to promote White Gold and the Calcium Twins, a team of new fictitious characters turned rock stars who spread their love of and devotion to milk through music.
Visitors to http://www.myspace.com/whitegoldiswhitegold can learn more about the band, download its latest single, “One Gallon Axe” and watch the music video from the site. Four other milk-themed songs will roll out in the coming months.
“Given this target audience we are going for, which is teenagers, and the amount of time they spend online for communication, entertainment and research, the online component was very important for this campaign,” said Steve James, executive director of the California Milk Processor Board. “Rather than just launch TV as we used to do, we felt since this was a little bit odd we’d like to seed the band almost as a real band online and let people discover it, the music and the humor.”
The board is also releasing music videos from the band on YouTube, with links back the White Gold MySpace page to attract more viewers.
Next month, the board will launch 30-second TV spots tagged with an interactive Web site http://www.whitegoldiswhitegold.com launching April 7.
The Web site is meant as a “seeding effort,” James said. “When we launch TV in a month will already have a little bit of traction.”
“We’re trying to give [milk] a new spin,” said Paul Charney, associate creative director for Goodby, Silverstein and Partners, the ad agency handling the campaign and the band’s song lyrics. “We’re trying to make it a little bit more fun.”
The board wants visitors to enjoy the band its music while learning about the benefits of milk, added Brian Houlette, associate creative director for Goodby, Silverstein and Partners.
“But we’re not trying to trick people,” Charney said. “We want people to be in on the joke.”
This summer, the board plans to launch a consumer promotion tied to the campaign. While details are still being finalized, Charney said it would likely involve a music remix contest.
Banners on MySpace.com promote the campaign. TV spots, print ads and PR will also support the promotion.