Strategy
Drinking milk on a daily basis helps you stay flexible and young. We showed this in a tv-campaign, but we wanted this message to live outside tv as well. Without anyone knowing, we entered a 64-year old man for the tv-competition “So you think you can dance” to prove that milk keeps you young. Simultaneously we created a fanpage for our 64-year were potential fans could follow him and learn from him.
Execution and use of media
Consternation, when a 64-year old man appears before the jury of “So you think you can dance”. Even more consternation when this 64-year old man does his audition in jump-style. The jury couldn’t believe their eyes and got on their feet applauding while Leon showed his moves ending his audition with a split. (*)
A jurymember commented: “I don’t think I’d be able to pull that of when I’m your age”. Right after the show we revealed that the 64-year old was entered by Milk.
Results & ROI
In 1 day, all major newspapers updated their websites with articles about Leon. On many websites it was “movie of the day” or “most read article”. In that same time, the audition movie received over 24,000 hits and was spread using facebook. For a campaign that cost only 7,000 euros and lasted 1 day, resulting in a lot of free publicity.
Our undercover dancer, Leon Dumon, didn”t make it to the next round, but we gave him an online platform. People can visit his fanpage on Facebook where he showed you how to do splits (*).
Find it online
Microsite: link
Fanpage Leon: Facebook
Major free publicity: Google him
(*) Please don’t try splits without drinking milk first.
