The firm behind the “Got Milk?” tagline is out with a cause marketing promotion that lets people bid on the milk glass used as the centerpiece of the campaign.
The California Milk Processor Board is auctioning off the prop on eBay. Bidding opens at $14 on Sept. 24 ebay.com/gotmilk and ends Oct. 4.
Proceeds from the sale will benefit the University of California Davis College of Agricultural and Environmental Sciences. The foundation’s mission is to advance the teaching, research and public service endeavors of UC Davis through advocacy, philanthropic support and stewardship.
Got Milk guarantees a donation of $3,000. The money will be given to one student in good academic standing enrolled full-time in the College of Agricultural and Environmental Sciences. To be eligible for the award, students must write a 500-word essay describing their passion about the dairy sciences. If eBay sales exceed $3,000, the remaining money will be distributed to other students, the board said.
Essays can be submitted via e-mail to [email protected] through Nov. 9. Judges from the college and a representative from the California Milk Processor Board will determine a winner.
The milk glass prop was used in seven TV spots, a campy advergame at GettheGlass.com and contest events. Dozens of people spent nearly 132 hours competing in events in which they had to place one hand on the Plexiglass case holding the glass of milk to win. The player who kept his or her hands on the longest won $5,000 and other prizes (Promo Xtra, April 12, 2007).
The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California.
The board and its PR firm, RL Public Relations are handling the latest promotion. Ad agency Goodby, Silverstein & Partners created the Get the Glass concept.
The promotion is also being promoted on Gotmilk.com and on Got Milk’s MySpace page and via PR to Sacramento, CA-based media, non-profit, education and dairy trades and blogs.
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