The integrated TV and Web campaign will deliver 10 total TV spots which act as a series of audition commercials, showing wannabe Happy Cows from all over the world. The first four of these: 30 second commercials debuted nationally on October 13, 2008.For the first time in Happy Cows history, consumers can interact with the campaign and vote online for their favorite cow character at RealCaliforniaMilk.com.

The voting function on the Web site will be live from October 13, 2008 to September 30, 2009, and the aspiring Happy Cow with the most votes will be revealed to viewers online in October 2009. To date, over a half of million people have voted, and the site has seen a huge increase in unique visitors per month, compared to pre-campaign launch.