Happy Cows Star on Calif. Milk Board Site

LOS ANGELES Deutsch/LA’s interactive arm, iDeutsch, has populated the California Milk Advisory Board’s Web site with “happy cows” in conjunction with a new TV effort that broke last week.

The site, www.realcaliforniacheese.com, features three new spots that use breezy comedy and the tagline, “Great cheese comes from happy cows. Happy cows come from California.” It also offers recipes, a wine-and-cheese-pairings guide, downloadable coupons and a virtual cheese-making tour.

The Happy Farm Game is a new addition to the site, said Josh Rose, svp and director of iDeutsch in Marina del Rey, Calif., explaining, “You are the cow, and you move around, increasing your happiness level.”

According to iDeutsch, the site gets more than 16,000 hits and a million page views per month, and the CMAB reports that 37 percent of the site’s traffic since its inception in 2001 represents viewers of Deutsch/LA’s commercials. “People aren’t just following the campaign,” Rose said. “They’re fans of the campaign.”

The Web site’s URL has been promoted on outdoor and radio ads and occasionally on banner ads on Yahoo!, Rose said.