Studies have shown that music makes cows produce more milk, so we decided to let BC’s milk drinkers get in on the fun with a website where they could create milk-inspired moo-sic of their own in a competition judged by the cows themselves.
The site was comprised of a full-fledged music sequencer that allowed participants to create the rhythm using a selection of drums and bass instruments, piano-based melodies, and a bevy of bovine samples.
Participants could unlock additional sounds by plugging in UPC codes from milk cartons purchased in British Columbia. After an elimination round in which our musicians were voted out by a jury of their peers, it was time for judgement day with the most discerning listeners of all: the cows. Prizing was awarded on the basis of how much milk was produced on the days cows listened to each song.
iPhone-toting wanderers weren’t left out in the cold; we created a mobile site where milk drinkers could skim tracks and milk the contest for all it was worth.