Twelve years ago, when the internet was still in its infancy, the humorous Dutch dairy brand Melkunie was discontinued. Arla Foods however re-launched Melkunie in 2012 and wanted to make up for the hiatus with a quirky digital campaign.

During Cow Bingo all cows were wearing a collar with an ID-chip that trigged a sensor as they passed the pasture's gate. This notified the Facebook-app which cows left the field first; effectively allowing the cows themselves to make the draw. Via webcam, participants could watch LIVE each day at 16:00 to see if their cows were the first to leave.