MILKO | MUSIC MACHINE | 2001
In 2000, the world started making cows dance / MILKO "MUSIC MACHINE"
Back in 2000, the web was still a quiet place. Most campaign sites were static HTML pages, and banners were just animated GIFs. Into that world, the Swedish dairy brand MILKO let loose a dancing cow.
The insight
The idea: let users themselves move the brand's cow mascot around to make music. Not just watching, but touching, creating, and sharing. For its time, this must have been a revolutionary way of thinking.
The idea
They built an interactive experience on the website where visitors could create their own unique video. By controlling the cow, you could produce your very own "Milko Music."
What happened
In its first year, the site drew 5 million visitors, with a peak of 180,000 unique visitors in a single day. It won the Grand Prix at Cannes Lions. The concept went on to be copied again and again, and has appeared in countless books and case studies since.
Afterthought
It might look modest by today's standards, but back in 2000, this was "THE SHIT." At a time when the term "viral campaign" wasn't even common yet, this was a piece of work that foresaw the power of building an experience people would want to make and spread themselves. I have to tip my hat to it.
Awards
- Cannes Lions Grand Prix 2001
