The California Milk Marketing Board is proud to introduce a new video game that helps promote the benefits of milk – “Thrashteurizer.” Starring in the game is the very popular White Gold®, the rock band professing its love of and devotion to milk on television and online.
“A staggering four out of five teens have mobile phones today – and they’re participating in social networking in droves,” says Steve James, executive director of the California Milk Processor Board (CMPB), the advertiser responsible for GOT MILK? and for signing White Gold as the face on its ad campaign targeting teenagers. “By letting teens experience the health benefits of milk firsthand in an interactive manner, they begin to understand that milk is actually cool for them to drink.”
The object of the game is to accumulate the highest number of “pints” (points) possible using the phone keypad or computer mouse to play. While everyone can play the game, “Thrashteurizer” is specifically targeted to entertain teens. The game also touts the health benefits of milk that White Gold has been singing about: healthy hair, nails, teeth and skin, helps to rebuild muscles and contributes to a better night’s sleep.
To encourage teens to participate, from April 13 to June 21 White Gold will reward the daily top five scorers with a White Gold “Thrashteurizer” t-shirt. The ultimate top scorer during this time frame will also win an electric guitar autographed by White Gold himself and $500 in cash.
The interactive game can be downloaded as an application on Facebook or on cell phones by texting “THRASH” to 65579. It features rock idol White Gold and the effort is designed to reach teens with the messages about the health benefits of drinking milk.