It's always fun to see what people do around the world to promote milk consumption. Today I point you to France, where they've launched a campaign featuring a weird (and kind of ugly) character that reminds me of Casper.
There is a TV spot (see below), but also a website where kids (and adults) can play and win a bunch of WII.
The games aren't particularly original, but they're difficult enough to grant users will spend quite some time on the site in order to win the prize.
Actually what I liked most of the site, is the fact that you are not forced to register if you want to play. You have to fill your data only if you wish to play for the prizes. Of course there is nothing special about this, it's just that it's quite rare to find sites where you can play for prizes that allow you to practice and see what the game is about before asking for your data.