Got Game?
The folks responsible for the famed “got milk?” campaign have launched a new advertising crusade that features an interactive, 3-D online gaming site.
The “Get the Glass” campaign also includes
seven TV commercials that immerse consumers in a dark, heavily fortressed
fantasy world established to safegaurd the earth’s last glass of
milk.
Can you imagine a life without milk? OK, not a fair
question for the PETA folks. Nevertheless…
Developed by the California Milk Processor
Board’s (CMPB) longtime advertising firm, San Francisco-based Goodby,
Silverstein & Partners, “Get the Glass” aims to reposition
milk as a precious commodity not to be taken for granted. In this campaign,
consumers get to see milk through the eyes of the ailing Adachi family
desperate for milk and its healing powers. “We want people to imagine
what it would be like if milk really was that scarce and how that would
change the way we think about it,” says CMPB executive director Steve
James.
The “Get the Glass” TV commercials
launched last month in California and will run until December. They will
also be offered to dairy boards for distribution across the country. In
addition, a “Get the Glass” online board game can be found at www.gettheglass.com.
This happy diversion closely resembles a traditional board game with
virtual spaces and mouse-maneuvered dice. While the look and feel of the
game hearkens back to a time when families played board games together
around the fire, this game is decidedly contemporary employing complex
flash-animation graphics.
When users agree to play, the cover of a retro-looking
board game flies off and an incredibly detailed, multi-dimensional board
unfolds. Game pieces then spring to life and assemble on the board, as a
camera shifts from a bird’s-eye view to swoop down to place players
at the beginning of the game.
Each step of the way, players have to overcome
physical handicaps caused by the lack of milk — brittle bones, weak
muscles, insomnia, PMS and broken nails. “Plus they have to avoid
being sent to Milkatraz,” James says. “We’ve taken
interactive advertising to a new level by imaginatively re-creating a world
where milk is so scarce, it must be guarded and protected.”
Now in its 13th year, “got milk?” has
helped sell millions of gallons of milk and become an American icon. The
dairy industry spends $150 million annually to support “got
milk?,” including the Milk Mustache ads. The CMPB was established in
1993 to make milk more competitive and increase milk consumption in
California. It’s funded by California milk processors and
administered by the California Department of Food and Agriculture.
$OMN_arttitle="Got Game?";?>
$OMN_artauthor="Pamela Accetta Smith";?>