In Norway, milk brand Litago is best known for letting its consumers play with its flavors, over the last two years letting them vote for new ones to be produced. The result has been some odd, and ultimately not very popular flavors, but the promotions have helped to increase sales of the brand's staple chocolate milk. For its next campaign, out of Dist Creative, Litago decided to put the decision in the hands, er, hooves, of its producers. This time around, the cows themselves will determine the next flavor via an integrated campaign incorporating Twitter, a dedicated site, webfilms, and a field on the Norwegian countryside.
For five days, cameras will follow cows on the field and stream their moves on the Litago website and consumers' smartphones. The field is divided into 25 squares, each representing a different flavor. The flavor that turns out to be most popular with the bovines by the end of the run will determine the next Litago flavor.
Consumers, however, may still have the ability to influence the outcome by voting on different events to take place on the field to attract or distract the cows—from a marching band to a singing milkmaid.
The cows can also be followed on Facebook or Twitter—they Tweet each time they move to a new square on the field.
Read more about Litago's tweeting cows on Adage.com.