To get people thinking about milk in a fun way we knew music was the answer. People enjoy music. Cows enjoy music, too. Research shows that when cows like what they hear they produce more milk. We created a music contest judged by cows. Consumers could compose a song on the Music Makes More Milk website, with its built-in music generator, and submit it for voting. Public voting determined our semi-finalists and finalists. The songs of the finalists were played for the cows. The cows ultimately chose the grand-prize winner, and it was dependent upon how much milk they produced.