MARKETING :: Case Study
MilkHipHop was created to support Milk's brand advertising campaign, which featured dancing farmers and the "Milk Song", an original song created specifically for the advertising.
The objectives of the interactive campaign were as follows:
- Position Milk as an innovator in the interactive marketing space
- Drive interaction with downloadable, branded Milk content
- Build buzz around the launch of the web site
- Increase traffic from previous "punk" web site
The campaign was incredibly successful from a traffic standpoint delivering a 380% increase in page views over the previous web site campaign; a 1,590% increase over the number of wallpapers downloaded from the previous campaign and the TV spot was viewed a 55% increase over the previous campaign.
From a buzz standpoint, the uniqueness of Mobiloke generated significant PR for the web site. It was solely featured in a segment on CTV's nationally-broadcast Webmania program. The web site launch was also mentioned in the Globe and Mail, Marketing Daily and Strategy.