By Litago Let The Cows Decide #ThrowbackThursday
Client Litago: “We need a new flavor of milk and would like to create a UGC campaign to decide which flavor the consumers want added to our line-up.”
DIST Creative Team: (exhales smoke) “How about we let the cows decide instead?” (cough, cough)
And that’s how we imagine the genius of this Norwegian campaign came to life.
All joking aside, we found the following campaign a few years back and while it’s limelight was short lived…it was something of a gem. Litago’s Let The Cows Decide merged user generated content (UGC), digital content, social interaction and a touch of experiential in a fun and unique way that U.S. brands could learn from.
A dairy farm was divided into 25 plots, each of which was assigned a different flavor of milk (think Superbowl squares). 10 cows were assigned their own Twitter handle and were tracked via “sophisticated technology,” all the while broadcasting their adventures via a live stream. As the cows moved from plot to plot, they Tweeted, letting the fans know which flavor plot they were hanging out in. The plot in which they spent the majority of their time over a 5-day period was the flavor that went into production.
The Ham’s Take
The fun part about the Litago campaign was that fans could effect the voting by dropping daily activities on the farm, which can attract or repel the cows into or out of the plots where they are dropped. These consisted of things like marching bands, which not surprisingly annoyed the sh*t out of the bovine or crates of bananas, which the cows flocked to and feasted upon. It deserved the media attention it got, and years later it still deserves some love.
Share Your Vintage Goodness!
Join The Creative Ham every Thursday for #ThrowbackThursday, our weekly spotlight on great advertising from the past. Use the submit form on The Creative Ham to share your favorite ads from the past–whether its your agency, or you’re just paying it forward in the name of creativity.
