• April 14, 2009

The California Milk Processor Board's "White Gold" campaign to get teens interested in the white stuff is going digital with a video game, "Thrashteurizer." The interactive game can be downloaded as an application on Facebook or on cell phones by texting "THRASH" to 65579. It features the fictive rock star White Gold.

The object of the game is to accumulate the highest number of "pints" (points) possible using the phone keypad or computer mouse to play. The game also touts the health benefits of milk, mirroring the message White Gold sings about in the board's year-old campaign.

The board will promote the game in California schools with "Thrashteurizer" posters, White Gold advice columns in school newspapers, and television ads on Channel One and in the board's advertising efforts. Select milk processors in central and northern California will also feature advertising for the White Gold "Thrashteurizer" game on school milk cartons.

To encourage teens to participate, until June 21 White Gold will reward the daily top five scorers with a White Gold "Thrashteurizer" t-shirt. The ultimate top scorer during this time frame will also win an electric guitar autographed by White Gold himself and $500 in cash. --Karl Greenberg