Milk Shakes Up Campaign

Article Source: AdWeek

NEW YORK The California Milk Processor Board, the originator of the iconic "Got milk?" ad campaign, is changing with the times.

The advertiser is making its first foray into gaming with an advergame, "Thrashteurizer," available for download starting today. The game is part of the "White Gold" campaign created by Goodby, Silverstein & Partners a year ago with a series of music videos from a so-lame-it's-cool fake rock band. The game communicates the key health benefits of drinking milk while challenging users to accumulate points by playing in tune with White Gold.

The move is the latest shift from traditional media for CMPB, which has gone from spending 60 percent of its budget on TV spots three years ago to about 35 percent today. It rolled out "White Gold," for instance, on MySpace, and TV has played a support role. According to Nielsen, the CMPB spent $3 million on media in 2008.

"We're going [online] where we believe our eyeballs and hearts and minds are," said Steve James, executive director of CMPB.....

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