American Milk Council - AAG Cheer Competition

Define

The American Milk Council (Got Milk?) and High School Sports approached Billups Design to help them take their existing Refuel with Milk campaign aimed at the sports participation market and leverage it with high school women athletes. The challenge was to define and communicate with a specific but growing segment of those women, and create a place online where they would register and visit repeatedly, exposing them not only to its content but to Milk ‘Refuel’ ads as well.

Discovery

Billups Design assisted in recommending a focus on the largest growing sport in high school over the last decade: cheerleading. Creating a contest around cheerleading exclusively and requested registration, video upload and voting would ensure ad impressions and repeat visits.

Design

Created a microsite contest that was intricately co-branded between High School Sports and Milk. The site integrated seamlessly with the larger HSS site and promoted Milk Refuel campaign ads, which Billups Design also designed. Cheerleading squads submitted videos of their best routines and voted often. The winning squads received an all-expenses paid trip to be the sideline cheering squad for both teams in the AAG U.S. Army All-American Bowl.

Delivery

Participation nationwide was impressive with over 250 cheer squads around the country uploading their routines and voting. Milk was highly successful in raising product awareness among high school female athletes and succeeded in acquiring registration and contact data from all participants which they in turn used for remarketing efforts.