How often do you see Justin Bieber wannabes sipping from a milk carton? Probably not often. But a new Dairy Farmers of Canada (DFC) campaign by Twist Image is out to squash the notion that milk isn’t cool.
The “Messages from the Future” campaign uses Facebook and information pulled from users’ own profiles and those of their friends to create a highly customized video message. The resulting two-minute message has Twilight Zone-like narration and is supposed to have been sent from the user themselves–from three years in the future.
From the homepage of the campaign’s site, users are asked to log into Facebook and choose three friends to take on an online adventure. Personalized elements in the video include the users’ name on a birthday cake and a boating licence, and pictures of their friends on the front page of a newspaper.
“It grabs teens’ attention,” says Solange Heiss, DFC assistant director, marketing and nutrition communications. “It’s fast and quick and teens like that style.”
Once users watch their video they can share it with their friends via Facebook.
DFC recognizes that there’s plenty of beverage competition out there when kids become teenagers. “We want to communicate the message that milk is cool to drink,” said Heiss.
The four-week campaign launched Feb. 28 and online banners have appeared on teen-geared sites such as MTV, MuchMusic and YouTube.
M2 Universal handled the media buy.
The campaign’s site had more than 3,000 visitors in its first two weeks, despite launching around March Break when many kids might have been offline.
