Litago is a flavoured milk brand that wanted to introduce a new drink flavour to their collection. We started by placing a question under the Litago box: “What kind of flavour would you like?” and received thousands of answers on Facebook. Votes then decided a shortlist of five.

Then we produced 500 plastic, 100 for each flavour. We also created a campaign site where the 500 first persons to register, was sent one of these plastic cows by mail. Their mission was then to hide them physically somewhere in Norway. Each cow that was hidden got its location registered on the campaign site (indicated with a wide circle).The target group could download a Cow-Calling app which could more accurately track down each cow, using geo-location. The application also made it possible to call for the cow. By pressing “call” you would hear an old Norwegian tune for gathering cows, and then hear the closest cow mooing. The higher the sound, the closer the cow was.Once a person found a cow, hen had 24 hours to hide it somewhere else in Norway and register the position on the campaign site or with the app. They also added hints and a picture of the cow, giving clues so others could find it and hide it again. The longer a cow travelled, and the more times it was hidden, the more points it received. The cow that gathered most points within the campaign period won, and became the new Litago flavour. Everyone participating in finding and hiding the winning cow got their picture on the box of the new product.During the game the participant’s could subscribe for information from specific cows and areas. If a cow were hidden in the county you subscribed upon you immediately would get a message. The same happened if a cow you subscribed upon changed status.

The engagement was formidable from start. Thousands of post on our Facebook page, local press, ads in papers, missing posters, etc. The cows become extremely popular. As we expected some cows disappeared, but the self-justice in social media made it possible for most of them to travel from place to place, entertaining people. The cow traveling the longest journey passed 4100 km. We also passed the magic 100.000 FB-fans and by the campaign end we reached 120.000 fans (Norway’s total population is 5 million.