Milk & Green Lantern Team Up

Green Lantern Game Tests Teens Via Motion Capture

Todd Wasserman 

A promotion for the upcoming movie Green Lantern uses a Kinect-like augmented reality motion-capture video game to promote an unlikely partner: the "got milk?" campaign.

The app, which went live on Tuesday at lanternworthy.com, asks teens to use the game to see if they have what it takes to be the Green Lantern. Using a standard webcam, the app asks prospective Green Lanterns to perform three feats: build a tower with blocks (strength), take an oddly shaped object and rotate it into a keyhole (focus) and rotate a shield to protect a ring from yellow balls of light (agility).

“We’re trying to reach a teen audience to connect it to milk,” says Jeremy Bernstein, senior vice president and group creative director at Deutsch, the ad agency behind the effort. “We wanted to do it in a way that’s experiential and felt fresh.”