The newest milk TV spot could be a testament to how even traditional advertisers are going to where millions of viewers are spending hours of their time everyday: the internet. While milk has lots of health benefits, it is a drink that’s not always top of mind outside the home.
This is why the California Milk Processor Board (CMPB) — the creators of GOT MILK? — engages California consumers at home and online with a new ad running simultaneously on TV and on their website. It invites people to play the popular online game called GET THE GLASS. The 30-second spot narrates the quest of the Adachi family in search of the last glass of milk on earth to cure their multiple ailments and exhorts viewers to log on to the online game to help the family in their quest.
“This spot is unlike one we’ve ever produced,” says CMPB Executive Director Steve James. “It shows that even traditional products like milk are using new media to engage and entertain TV viewers and web surfers. It also educates them about the benefits of milk.”
“We need to capitalize on the growing internet use,” says James. “Viewers’ short attention spans and the popularity of DVRs and TiVos make it difficult for today’s consumers to learn about milk and its healing powers in a traditional 30-second spot. Now, people at home have the opportunity to be engaged by visiting www.gettheglass.com, and playing a fun, 3-D interactive game online.”
The new TV/web spot is running throughout October and, like the online game, it was developed by longtime CMPB advertising partner Goodby, Silverstein and Partners of San Francisco. Since its launch last March, the website has been viewed by one and a half million unique visitors from all around the world with more than 10 million page views.