The Got Milk? brand chose an optimized mobile web site over an app to connect with its rapidly growing mobile consumer base, comprised of two primary segments: mothers and teenage athletes. The organization tapped communication agency Draftfcb New York to create an HTML5 mobile optimized web site and two campaigns designed to cater to the brand’s target segments. Jason Levy, VP, Director of Mobile, Draftfcb New York, highlighted key elements of the Got Milk? project during Customer Engagement Technology World (CETW) November 9, 2011 in New York.