How can a traditional brand or product gain visibility in the blogging age and environment? I have been watching the experiment launched by Goodby for the California Milk Processor Board - cow abduction with great interest (combined with the new "Got Milk" campaign). The premise is that bovines have disappeared from dairy farms everywhere and you are invited to witness live abductions or hear about testimonies from farmers all over the country. This experiment follows the huge success of the subservient chicken by Burger King that enabled you to command a chicken to do whatever you wanted.
I believe that we will see an increasing number of combined online and offline media campaigns that target both masses through traditional media as well as through viral networks in the social web. There is a high risk of overexposure with too many brands launching experiments but a few will really take advantage of the new web 2.0 channels to reach their customers.
A Technorati blog search on cow abduction returned 585 results and a google search yielded 24,000 results which I consider a good start to raise consumers’ interest in milk, tout the merits that earthlings have forgotten and boost sales.
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