We promoted White Gold more like a band and less like an ad campaign. We first launched White Gold with a full-length music video on YouTube. White Gold’s MySpace and Facebook pages launched at the same time. Following this initial phase, TV spots began airing throughout the state of California featuring White Gold and the Calcium Twins. The spots ended with the URL whitegoldiswhitegold.com, which was a highly interactive band Web site. Users interacted with music videos, took over guitar solos and ran real-time photo shoots with the band members. Rock posters like print ads ran in music magazines and in malls where teens like to hang out. White Gold released signature beauty products (nail polish and nail files) targeting teen girls in beauty salons. This spring, White Gold has made it onto the product – milk cartons were distributed in schools and directly into the hands of teenagers.

Just six months into the White Gold campaign, all evidence points to a strong and growing teen engagement with White Gold and milk. Using the new metrics of the “new media,” we know that as of the end of October 2008, we’ve achieved the following:1,425,997 White Gold music video views. 420,718 MySpace and Facebook band page views.1,500,000 whitegoldiswhitegold.com page views, over 400,000 visitors and an average of 4 minutes spent on the band site. Critically, 52% of California teens are aware of White Gold. An exit survey on whitegoldiswhitegold.com found that 89% of teens said White Gold is “a fun and interesting way to learn about milk.” A previously unengaged audience is at least prepared to be surprised into thinking about milk again.