Raise a Mootopian
- Experience Designer,
- Interaction Designer,
- Developer
- California Milk Processor Board,
- Transistor Studios
- Interaction Design,
- Experience Design,
- Development,
- Game Design
The “Raise a Mootopian” Facebook app campaign was a creative initiative by the California Milk Processor Board and Goodby, Silverstein. Aimed at promoting the benefits of milk through engaging game mechanics, the campaign introduced consumers to Mootopia, a fantastical world highlighting milk’s health benefits.
Got Milk?
The Got Milk campaign, launched in 1993 by the California Milk Processor Board and later adopted nationwide, is one of the most iconic advertising campaigns in history. Aimed at encouraging milk consumption, it featured memorable ads with celebrities and everyday people sporting milk mustaches, coupled with the tagline “Got Milk?” The campaign emphasized the health benefits of milk, particularly its role in building strong bones and teeth. Through clever, humorous, and relatable advertisements, Got Milk successfully raised awareness about the importance of milk in a balanced diet, becoming a cultural phenomenon and significantly boosting milk sales across the United States.
The Challenge
The campaign sought to reinforce the health benefits of milk—strong muscles, healthy teeth, and shiny hair—through an interactive game that would engage consumers in a novel and entertaining way.
Cultural and Brand Relevance
By tying the game’s rewards and growth mechanics closely to milk’s health benefits, the campaign effectively used cultural storytelling to embed brand values into consumer interactions, making the educational content more relatable and impactful.
Game Design and Mechanics
The game allowed users to adopt a Mootopian baby and nurture it to perfection over 15 days by feeding it milk and providing praise. The interactive elements were designed to reflect the benefits of milk consumption as featured in the brand’s TV commercials.
Rewards and Social Sharing
Success in the game resulted in various rewards, such as academic achievements for the Mootopian avatar, which were then shared on the user’s Facebook wall. This feature not only motivated players but also served as a promotional tool for the campaign.
User Engagement Strategy
The game was structured to ensure users returned daily, with rewards and growth milestones to maintain interest. Engagement was further enhanced by incorporating the game into the Facebook platform, leveraging social sharing to expand its reach.
Games Within Games Within Games
Besides the main game, additional micro-games like tapping melodies on teeth, tickling a cow for more milk, and listening to the Mootopian anthem were included to educate users about milk benefits in a fun, less direct manner.
Educational Outcomes & Impact
The Mootopian campaign was successful in subtly communicating the health benefits of milk through gameplay, turning educational messages into entertaining activities. It exemplified how gamification could be utilized to engage consumers with brand messaging in a deep and meaningful way.
