To create an on-line buzz that would generate traditional print and broadcast coverage. Our creative hook was that dairymen had noticed the goats bleating in harmony with the Christmas music played to them during milking. With a bit of computer wizardry, we soon had videos of three carol singing goats. These were seeded on YouTube and a Facebook fan page was created.
We then took the campaign to another level with a spoof press release that goats gave more milk when listening to Mariah Carey’s “All I want for Christmas is You.” This gave the story popular news appeal and soon the nationals were featuring it.