Both gettheglass.com banners introduce the Adachis. A family of thieves desperately trying to get a glass of well-protected, highly-secured Milk. The banners set up the Adachi story and lead you directly to gettheglass.com, where viewers can role-play their way through a series of milk-related challenges on a virtual board game.

The campaign was first launched with the farmer’s story. Cow abduction posters drove people to cowadbuction.com, Weekly World News covered the story, and cowabduction.com became a place for people to share their abduction stories. Then, the TV campaign and planetinneed.com told the story of the aliens. Finally, Da-Iry, the surpreme one, was given a MySpace page and now has over 35,000 friends.