Got Milk? - LanternWorthy.com
Open the game- Brand
- Got Milk
- Year
- 2011
- Objective
- Awareness
- Industry
- Food & drink
- Mechanic
- Quiz
- Platform
- Web
- Agency
- Deutsch
- With
- UNIT9
Objective
Got Milk? partnered with Warner Brothers and DC Entertainment to promote the 2011 Green Lantern film release. The campaign aimed to engage teen audiences through interactive entertainment while reinforcing the health benefits of chocolate milk, positioning the beverage alongside the blockbuster superhero property to rebuild brand relevance among younger consumers.
Solution
LanternWorthy.com featured an augmented reality experience powered by custom Flash-based hand detection in ActionScript 3. Users underwent three webcam-enabled performance tests—strength (building a block tower), focus (rotating an object into a keyhole), and agility (rotating a shield to block incoming projectiles)—guided by voice narration from actor Michael Clarke Duncan as the character Kilowog. The campaign was supported by a television commercial featuring actor Ryan Reynolds as Green Lantern wearing a Got Milk? mustache, creating cross-media integration between the interactive site and broadcast advertising.
Results
The campaign earned FWA Site of the Day recognition. No publicly available data on user participation, engagement duration, or campaign conversion metrics were found.
