LanternWorthy
- Brand
- Got Milk?
- Year
- 2011
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Deutsch
- With
- UNIT9
Objective
got milk? needed a way to reach teens who default to soda and energy drinks instead of milk, so the brand hitched itself to the Green Lantern movie release to make the product feel relevant to that crowd. The tie-in gave the campaign's core claim — what milk's protein does for your muscles — a literal, playable test tied to a superhero's abilities, with print and TV ads of Ryan Reynolds in his milk-moustache Green Lantern look driving people to the site.
Solution
At LanternWorthy.com, visitors turn on their webcam and are put through a tryout for the Green Lantern Corps, run by the film's Kilowog (voiced by Michael Clarke Duncan), who assigns each test and reacts to how the player performs. Everything is controlled with hand gestures read by the camera — no mouse, keyboard, or controller — across three challenges built around strength, focus, and dexterity. Between challenges, the site works in short bits about the benefits of milk, including chocolate milk. The session runs as a guided, one-time tryout rather than an open-ended game, closing out once the player has been through all three tests.
- 1
The player lands on LanternWorthy.com, framed not as a movie promo page but as an open recruitment drive for the Green Lantern Corps, testing whether the player is "worthy" to join.
- 2
The player enables a standard webcam, which becomes the controller for every challenge: hand gestures in front of the camera stand in for mouse or touch input.
- 3
Kilowog, the film's drill-sergeant mentor character voiced by Michael Clarke Duncan, narrates throughout, explaining each trial and reacting to the player's performance.
- 4
The player works through three gesture-based trials tied to different attributes: a Strength test where hand gestures lift and stack blocks into a tower, a Concentration test where an irregular shape is rotated by gesture to fit a matching keyhole, and an Agility test where a shield is turned by hand to deflect incoming bursts of light and protect the Lantern ring.
- 5
Milk-related messaging is woven through the trials, including a chocolate milk callout, tying the Strength challenge to the campaign's claim about what milk protein does for muscles.
