Digital agency Tokyu Agency is behind the MilkJapan.net site. The website and campaign activates are mainly driven with QR codes. Upon downloads of the code, people will receive detailed information on their mobiles.
The downloads include games, wallpapers, apps and venue details for on-ground activities. The website and creative concepts are simple and aim to target to children.
Parents can also learn different ways to make dairy more appealing to children. The website also has an online photo album for fan interaction.
The Japan Dairy Council has tied up with TV station TBS and Cookpad.com to encourage people to drink more milk and eat more dairy products. The website is part of a wider project for the Dairy Council, which has also created a temporary Milk Japan Land in the busy district of Ginza, for the public to experience dairy farming.
The campaign is based on the idea ‘Gyunu ni Sodanda’ (Let's get advice on milk), which has been running for several years.
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