A healthy
way to rock out; Milk carton promotion plays schools
By Michael
Paoletta
Hollywood Reporter
Sept 28, 2007
NEW YORK -- Advertising to kids is a hot topic these days,
with plenty of attention being paid to battling childhood
obesity. And a new multiplatform program from MilkMedia is
placing the spotlight firmly on healthy eating habits for
kids -- and on music.
The 10-year-old company's Milk Rocks campaign is built on
a sturdy foundation: More than 25 million milk cartons are
available in 98,000 U.S. school cafeterias on a daily
basis, reaching as many as 39 million tween and teen
students. MilkMedia "owns" the milk carton side panels --
prime real estate for reaching that young demographic. No
wonder Milk Rocks has already attracted such acts as
Elliott Yamin and Bratz.
The points of entry for Milk Rocks are the milk carton
side panels. Extensions to the program include the
Internet (milkrocks.com), a tour (Milk Rocks Live,
featuring Vanguard Records acts Matt Nathanson and the
Alternate Routes), contests (Be a Milk Rock Star) and
in-school posters and banners.
"This (program) is a way to present our music directly to
kids," Geffen Records marketing director Paul Orescan
said. "At the same time, it's a reminder about a healthy
product."
Bratz member Janel Parrish, who played Jade in the "Bratz"
movie and is signed to Geffen, is prominently featured on
the Milk Rocks home page. Orescan said this has paved the
way to increased traffic on Parrish's MySpace page, as
well as sales bumps of her single "Rainy Day."
"In the truest form, Milk Rocks provides a vehicle to let
kids hear new and established artists," Orescan said.
MilkMedia CEO Richard Long said Milk Rocks helps build a
"bigger fan base for growing acts" and keeps "established
stars in front of their audience day after day. ... And
what's really exciting is the way artists and labels have
gotten behind the whole pro-health message." To
illustrate, Long points to video clips and special
promotions starring featured Milk Rocks artists.
For his part, "American Idol" graduate and Hickory Records
act Yamin is offering winning students concert tickets,
signed CDs and posters and meet-and-greets. A grand-prize
winner in the Bratz promotion will receive a "school
wake-up call" from a Bratz character.
Disney's Hollywood Records also is getting in on the act.
Rob Souriall, vp strategic marketing and promotions, said
the label is in the process of starting a relationship
with Milk Rocks for its many tween-targeted pop acts,
including Vanessa Hudgens, Corbin Bleu, the Cheetah Girls,
Aly & AJ, the Jonas Brothers and Jordan Pruitt.
"We are giving kids the opportunity to discover artists
without going to MySpace," MilkMedia vp business
development John Brda said.
Nutrition, of course, is a goal as well. "This program is
about encouraging kids to drink milk," Souriall said. "The
program rewards kids with the Web site and acts like
ours."
Milk Rocks will continue to grow in coming weeks and
months, Brda said. In the pipeline is a mobile push, a
partnership with AEG for a larger-scale, nonschool
auditorium concert trek and an expansion into Europe, Asia
and South America.
Souriall said Milk Rocks is a "great way to get into
schools and expose our new music and videos to kids. We'll
be reaching them where they hang out -- in school and
online. If Milk Rocks can create a hub, a new distribution
channel, then it's where we need to be. It's one more
impression for us."