Milk is Milk

So this week in my Mass Media and Society class we have participation blog post, which we don’t get graded on but a blog that we can have a little fun with.  Our assignment is to explore an online branded community.  An online branded community, is a website devoted to one particular subject.  For my community I chose the website, whitegoldiswhitegold.com.  This online branded community, is for everyones favorite drink, milk.

When I first went onto the website, I was a little confused as to what I would be encountering.  The opening page seems more like a rock band website than a community about milk.  But then I came to realize that the way, milk, has branded itself was as a rock star.  This also was interesting to me because I began to wonder why.  As a thought about the question I continued to look around the website.  On the main page, the feeling was very serene and calm, which I thought was a little weird.  Only in the sense that it really had nothing to do with a rock band.  As I clicked on icons and other links through out the website I found that it had games and videos and other information but nothing about the product it was trying to sell or get people to drink.  There was little to no information on milk.  The whole reason this online branded community was created.  I found the games and videos a little cheesy and not very interesting.  The website as a whole did not impress me.

I have to say that I was a little engaged by the website that the beginning but after I explored it further I did not understand why a company would created a website like this.  I think the company’s marketing, with using a rock star, was really good and will get more kids to listen, but it just wasn’t a good branded community for me.  

I love milk and grew up on it, so this website does not change my feelings toward the product.  This website is just another way for more people to drink milk, as a healthy alternative to soda or juice, but it would not let anyone know that.  It is just another website full of cheesy games and videos that have little or nothing to do with the product they are trying sell or promote.  

I feel like there are better online branded communities out there that promote their product better than whitegoldiswhitegold.com does.  This website, yes engaging at first, does not make me or most other people want to go out and buy or drink it.  That is only my opinion, but I guess that it is working for the company because White Gold is all over the TV and now the internet!

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