Teenagers are a difficult lot to reach when your product is milk. So we created a unique environment where teenagers can explore an innovative video environment within a miniature set of a basement and the ability to download ring tones. The Dairy Farmers of Canada aired five-second animated television spots to promote Milk and push consumers to getaloadofmilk.ca. They could view even more video and create their own video on milk with our video editor. Aiming to reach the creative influencers, the site resulted in over 100,000 visits in the initial promotional launch.