MilkPEP, the Milk Processor Education Program, is a program that seeks to expand milk consumption across the country. Activating at San Diego TwitchCon, the brand sought to position chocolate milk as a performance beverage to the gaming community. MilkPEP approached Cognition to design an activation to build awareness through a gaming-themed learning mechanism. We landed on a “How Fast Are You?” game, which pit gamers in a head-to-head matchup to see who had the best reaction time. Competitors would begin by fueling up with some chocolate milk before testing their reflexes. We designed and built an arcade game-style to challenge our gamers, with the best of the best earning big rewards and a spot on our oversized digital leaderboard.
Results of the project
Guests Played
2000+
Milk Samples Consumed
5950 Milk Samples Consumed
The Fastest Rose to the Top
The fastest players rose to the top of our leaderboard for all the glory.
Thousands of Bubbles
Every time a guest would get a high score the bubbles would release from the top of the LED straws.