Getting teens and young adults to drink milk was the impetus behind the “White Gold” campaign in California, and HipCricket was tapped to provide the mobile component of the project.

The campaign for the California Milk Processor Board (CMPB) involved a fictitious rock band, White Gold, in TV, out-of-home print and online ads to promote the health benefits of drinking milk. So, the mobile component involved invitations to the campaign’s mobile WAP Website, ringtones featuring songs from the band and keywords sent to short codes. Posters in malls featured calls to action, explained Steve Siegel, vice president of Brand Solutions at HipCricket.

Siegel said he couldn’t reveal specific numbers, but the regional campaign resulted in thousands of people texting in and hundreds of downloads.

Advertising agency Goodby, Silverstein & Partners provided the creative for CMPB, which is the same group behind the Got Milk? campaign.

Meanwhile, the wider economic turmoil doesn’t seem to be affecting HipCricket’s base. “We haven’t really seen much of a slowdown at all,” Siegel said, noting that mobile is still a relatively small part of overall marketing spends.

The company is adding more customers, growing with some well-known brands such as Univision.