SITE INSPECTION

Cravendale

milkmatters.co.uk

Owner: Cravendale | Agency: Outside Line

Content	25/25
Usability	21/25
Branding	22/25
Monetisation	14/25
Total	82/100

Is it ironic for a company that markets itself on the purity of its product, through a process of finer filtering, to engage in viral marketing? Well perhaps, but it's also damn good fun. Drawing on the pirate, cyclist and cow characters from Cravendale's wonderfully silly stop-animation ads, this site has a very cartoony feel, with loads to do, from cut-out masks to breakfast recipes. You can even make your own version of the TV ad, recording clips of the characters as you move them around. The viral element comes from creating your own 'Milk moments'. Download a set of soundbites from the ad, find an amusing clip online, dub on the pirate's cry of "Milk!" and upload to your video sharing site of choice. Brilliantly pointless, of course, but look at those on YouTube and marvel at their simple hilarity.

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