Who doesn't remember the original famous "Got milk?" commercial ("Who shot Alexander Hamilton?") from the early '90s? Or the seemingly never-ending who's who of milk-moustached celebrity print ads touting the nutritional benefits of milk? Over the years, the "Got milk?" campaign has slowly evolved to target new demographics and highlight various benefits of milk. But with the recent messaging shift to attack the soy milk industry, "Got milk?" has leveraged digital tools to add life to the campaign and reinforce the superiority of real milk to soy milk.
From the dedicated "Got milk?" website, consumers can conduct their own experiment in the "Science of Imitation Milk," an engaging science-themed game show experience. Visitors can use their computer or Apple or Android smartphone or tablet device to reinact the process of creating "alternate" milk options -- soy milk, coconut milk, or almond milk -- through an engaging science-themed game show experience.
The interactivity of the campaign provides a fun experience to users while reinforcing the brand's key message by showcasing the multi-ingredient composition of alternate milk choices. The built-in sharing functionality through Facebook, Twitter, and Google+ chicklets provides a nice social extension to help spread the "Got milk?" message. This "Got (real) milk?" update is an interesting extension to the traditional campaign and effectively leverages social, mobile, and interactive web technologies to extend the campaign in today's digital world.