Goodby, Silverstein & Partners Teamed With Leading Mobile Marketing Company to Extend California Milk Processor Board Campaign to Mobile Devices

To promote its ‘White GoldSM' campaign, the California Milk Processor Board (CMPB) – the creators of GOT MILK? – leveraged the mobile expertise of HipCricket to include a first-ever mobile element into the celebrated milk campaign. A pioneering mobile marketing company, HipCricket was selected to design the mobile elements of the integrated campaign, which invited users to interact with a fictitious guitar rock god, White Gold.
The brainchild of advertising agency Goodby, Silverstein & Partners, ‘White Gold and the Calcium TwinsSM’ is a rock band that stars in TV, out of home print and online ads touting the health benefits of drinking milk. The ads, coupled with the band’s interactive website, WhiteGoldisWhiteGold.com, show music lovers, especially teens, how cool and beneficial drinking milk can be.
HipCricket designed the campaign’s mobile WAP/website, which invited milk drinkers to visit White Gold’s online site right from their mobile phones. The website contained fun interactive content, like full track downloads from the band. Mobile keywords that reinforced the brand were promoted on posters throughout California shopping malls and outdoor advertisements encouraged consumers to download free White Gold ringtones simply by texting in keywords to a common short code.
“The White Gold campaign is all about reaching teens where they already are, such as social networking communities like MySpace, Facebook and YouTube. It was only natural to make White Gold accessible on their most personal device,” said CMPB Executive Director Steve James. “Now as teens reach for their mobile phones, they’ll think about reaching for a glass of milk too.”
“With text messaging being the preferred method of communication for a majority of young adults, it made a lot of sense to extend this campaign with mobile,” said Steve Siegel, HipCricket’s VP of Brand Solutions. “This is a great example of an integrated ad campaign that combines the instant gratification of mobile and targeted traditional media. We’re thrilled to have partnered with Goodby, Silverstein & Partners and the California Milk Processor Board on this fun and innovative campaign.”
About the CMPB The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.
About Goodby, Silverstein & PartnersGoodby, Silverstein & Partners is a full-service advertising agency, founded in 1983, with the simple aim of producing the world's best advertising (as recognized by its industry peers in terms of the distinctiveness of its work and by its effectiveness in the marketplace). Located in San Francisco, GS&P handles over two billion dollars in billings for clients including Hewlett-Packard, Comcast, Sprint, Hyundai, Adobe, Anheuser-Busch, Haagen-Dazs, Elizabeth Arden, Frito-Lay, and the California Fluid Milk Processors Advisory Board ("got milk?").
Certainly GS&P would be on almost anyone’s list of the top creative agencies in the country, most often at or near the top. They have won every major advertising award, most of them many times over. GS&P has won eighteen Gold Effie™ awards from the American Marketing Association. They have had more finalists in the Kelly Awards for magazine advertising than any agency in the country. They have won Emmys, Grand Prix at Cannes, and numerous Agency of the Year awards from the Clios, Graphis, One Club, M&Ms, and Campaign magazine. 2006 and 2007 were unprecedented ones for awards, winning Adweek Agency of the Year two years in a row, Creativity Agency of the Year in 06, Advertising Age Digital Agency of the Year in 06 and Agency of the Year in 07, and Advertising Age Campaign of the Year for our work on Hewlett-Packard in 06.

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