o promote White Gold the California Milk Processor Board partnered with HipCricket for the mobile elements for White Gold
and the Calcium Twins show music lovers, especially teens, how cool
and beneficial drinking milk can be.
HipCricket designed the campaign's mobile
WAP/website, which invited milk drinkers to visit White Gold's
online site right from their mobile phones. The website contained fun
interactive content, like full track downloads from the band. Mobile
keywords that reinforced the brand were promoted on posters throughout
California shopping malls and outdoor advertisements encouraged
consumers to download free White Gold ringtones simply by texting in
keywords to a common short code.