Milking it: Litago takes an udder approach

Oslo – LS:N Global has reported on how consumers have determined the price of clothes by posting comments about them on Twitter. Now, 10 cows, each with their own Twitter account, helped Tweeters decide what flavour of the Litago milk dairy brand Tine should produce.

Created by Oslo-based marketing agency DIST Creative, a green field was divided into 25 squares, each representing a flavour of milk, such as blueberry or cappuccino. Fans could follow the cows, with names such as Kaja and Augusta, live on Litago’s website or on Twitter, which was updated each time a cow entered a new square. They could also take part by trying to influence the cows’ movements by voting on which square to place a series of ‘cow-distracting disruptions’ such as a school band performance or a haul of bananas. After five days, ‘rice pudding’ was the winning flavour of the Litago milk, which will be launched in 2011.

This is a great example of how the online and offline worlds can be merged, creating a live experience, while at the same time engaging with consumers, as detailed in our Brandtocracies report.