Milk Gets an Advergame

While the campaign started quite a while ago, and so is anything but new on the rapidly changing Internet landscape, I just barely found out about it, so it is new to me. The Get The Glass advertainment site and advergame was created by North Kingdom and Goodby, Silverstein & Partners for the California Milk Processor Board (creator of Got Milk? fame, etc…). This site is truly a work of art, and evidence of the boundless capabilities that increasing virtual design technologies are allowing. Put plainly, it is web-based advertainment done right.



The site follows the chronicles of the Adachi family, which the introduction describes as “A family struggling to overcome a staggering predicament: Life without milk…Only one thing may help them: The power of the glass.” So, your goal as the player of the advergame is to help them get to the glass on the massive 3-D island that includes various types of terrain and precarious places to pass through on the way to “The Glass” which rests on the top of a large fortress. Before actually playing the game, the site user can take a look at the entire island through a 360 degree tour of this graphic extraordinaire. The island’s design has a very dark, gothic, Tim Burton-like feel to it, which works as a stark contrast to the giant illuminated glass of milk that you are supposed to reach. When you play the game itself, it is set up as a giant monopoly type of game board which prompts the user to roll a die in order to determine the Adachi family’s next steps on the island, ultimately determining whether or not they reach “The Glass.” There are numerous small-scale games embedded within the main game; these are mini-missions that aid the family in their plight, one such mission is driving a truck to escape island security.



Perhaps the sites only immediately visible flaw is its large loading time upon entrance to its main page. However, the slow loading at the beginning is the only large load time on the site, and it is well worth the wait to enter. The load time is a small price to pay for the enormous amount of visual detail and excellent overall design that the advergame offers. Get the Glass proves to be yet another excellent promotional tool for the California Milk Processor Board.

Thanks to Rob Ford for bringing this site to my attention through posting about it on Adverblog (through Martina). Check out this post Here.