How Got Milk? is Turning to Online Marketing to Milk its Message.
The Big Guy forced himself to watch the commercials when viewing his TiVo'd Saturday Night Live program (someone give Kanye an award already!) when he noticed something really interesting: over half of the TV commercials had a STRONG tie in to a digital initiative or call-to-action. In particular, Got Milk? has a great promotion right now which tied into a very cool online game.
Got Milk?'s promotion brings up something that we've reinforced before here at Booststrapping: that to be successful in marketing in the 21st century requires marketers to go out on a limb and explore new avenues to interact with consumers. Got Milk? is following in the successful footsteps of other online product marketing initiatives such as the one that Pepsi-Cola launched when it reorganized its marketing business unit in the early 2000s. Cie Nicholson, CMO of Pepsi-Cola, North America famously observed, "our people are evolving along with this changing media model. We do a lot more grassroots work now, much of it experimental. We've always done sampling, but when we bought SoBe Beverages in 2001, it brought us tremendous expertise in that area. We've also gained sophistication in the digital arena and in customer marketing, and our innovation skills have improved as well." Got Milk?'s celebrated campaign is bringing attention to the fact that the online arena isn't a testing field anymore - it's a proven conversion point for product marketers.
Yes, the 30-second TV spot still remains the most powerful tool available to product marketers, but taking that spot and turning consumers to a channel where they can engage and be in control is the key. Got Milk? is the latest in a line of companies that have thought 'outside-the-glass' (sorry, couldn't resist), embraced new media and used it to their advantage.
So who's next?
P.S.- The game is awesome, though I'm apt to say that it's not whether you win or lose that matters, it's how you play the game. That said, does anyone know what happens when you win? Just curious...