HipCricket Mobilizes White Gold with WAP Ringtones & Text

o promote White Gold the California Milk Processor Board partnered with HipCricket for the mobile elements for White Gold and the Calcium Twins show music lovers, especially teens, how cool and beneficial drinking milk can be.

HipCricket designed the campaign's mobile WAP/website, which invited milk drinkers to visit White Gold's online site right from their mobile phones. The website contained fun interactive content, like full track downloads from the band. Mobile keywords that reinforced the brand were promoted on posters throughout California shopping malls and outdoor advertisements encouraged consumers to download free White Gold ringtones simply by texting in keywords to a common short code.