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Milk Campaign Looks to Rock Category |
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Wednesday, 16 April 2008 |
 Milk Rocks!, a program designed to encourage children to drink more milk and make better nutritional decisions, has recently teamed up with country band Rascal Flatts to promote the program's message.
The campaign is titled "Be a Milk Rockstar." Beginning on March 1, fans could go to www.milkrocks.com and select one of five available Rascal Flatts songs and upload their own karaoke-style version of the tune. The public then votes for their favorite videos and the Top 10 vote-getters will receive signed Les Paul Gibson guitars, Rascal Flatts CDs and posters signed by the band.
The band itself then selects its favorite video among the top three vote-getters. The winner will be invited onstage to sing live in concert with Rascal Flatts.
In addition, the grand prize will include a private meet-and-greet in the winner's own private "dressing room" for the night and a fully customized Gibson Guitar tour bus parked backstage, from which they will host a concert webcast. The winner also will have the opportunity to meet with a Lyric Street Records representative.
Rascal Flatts' involvement in "Be a Milk Rockstar" also includes the band's prerecorded messages to fans explaining the contest rules as well as nutritional facts about milk, which will be displayed online at www.milkrocks.com and on more than 100 million milk cartons, in excess of 40,000 school lunchroom posters and at venues prior to the group’s concerts. Impressions are expected to reach 1 billion views.
Milk Rocks! was launched in September 2007 by New York-based MilkMedia, an organization that advertises the benefits of milk on cartons and school cafeteria posters. Its goal is to make milk "cool for kids" in schools.
"We're trying to promote health and nutrition in a fun new way for kids," says Richard Long, the CEO of MilkMedia. "It's hard to encourage kids to do stuff that's healthy for them. We're trying to tie in music."
This is the first major promotion that Milk Rocks! has done since its inception. It has plans to have a garage band competition and a songwriting contest in the future, and will tour schools to get out its message.
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