Milk Makers Scout Student Bodies
The Milk Mustache folks are looking below the lips with a school-based contest to find the healthiest “student bodies.”
The student essay contest, called Healthiest Student Bodies, invites kids to nominate their school for a $1,000 grant and a Milk Mustache assembly next fall.
It’s the newest element of the Body by Milk campaign that broke last year, targeting high school students. The core of the program is an online auction that lets kids use bar codes from school milk cartons as currency to bid on apparel and accessories from popular teen brands (PROMO Xtra, Aug. 15, 2006). Body by Milk is the school-marketing piece of the long-running “got milk?” Milk Mustache campaign run by the Milk Processor Education Program (MilkPEP).
Kids enter the Healthiest Student Bodies contest by completing a questionnaire at http://www.bodybymilk.com and submitting a 75-word essay about their school’s commitment to health and fitness. Nominations began last Friday, and run through June 20. A panel of MilkPEP judges will choose 25 winning schools.
Each school gets $1,000 for health and fitness programs, and a Milk Mustache event at their school. The kids who nominate the winning schools will each get a prize package including goodies from Adidas and iTunes. (Those brands are partners in the Body by Milk auction program.)
Draftfcb, Chicago, handles the Body by Milk campaign for Washington, DC-based MilkPEP.
The contest comes on the heels of a Think About Your Drink Photo Challenge sweepstakes that wraps up at the end of the month. A gallery on BodyByMilk.com showcases photos of 20 teens showing how milk keeps them fit. Visitors vote for their favorite, and get one entry in the sweepstakes each time they vote. Daily random drawings award a Matt Kearney CD, with 22 winners in all. The sweeps runs April 9-30 via PR shop Weber Shandwick, Chicago.
