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Prairie Milk Marketing Partnership releases mobile game

The Prairie Milk Marketing Partnership has released a mobile promotional game called "Milk vs. Cats." The game, developed by Ayogo of Vancouver, is part of an overall campaign by Dare, also based in Vancouver. Players must tilt their mobile devices to avoid spilling a glass of milk while being attacked by hungry cats. The wider marketing campaign includes mobile, Facebook and online advertising, as well as public relations by Citizen Optimum. "We're talking to youth via a medium they engage with every day," said Dare creative director Rob Sweetman. "We're interacting with them rather than pushing a one way message. We're encouraging them to keep going, and to value perseverance in the face of obstacles. And we're visually placing the product top of mind, strategically linked with fun and enjoyment." The Prairie Milk Marketing Partnership comprises 1,128 dairy farmers represented by Dairy Farmers of Manitoba, SaskMilk and Alberta Milk.

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