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Tyson Launches Interactive Website; On-line Technology to Promote Chicken Raised Without Antibiotics


Tyson Foods, Inc. (NYSE: TSN) has launched a new interactive website designed to help promote the company’s new 100% All Natural™ Fresh Chicken Raised Without Antibiotics.

Called the “Improv-o-Gram™,” the on-line experience allows people to create and send their own personalized video messages by utilizing video and audio synchronization technology featuring improvisational actors. It also incorporates information about Tyson’s new line of fresh chicken.

The program is part of Tyson’s “Thank You” marketing campaign, which conveys how Tyson products help make Mom, or any cook in the home, a hero at mealtime. The marketing campaign also includes TV and radio advertising, plus strong consumer promotions to drive new and repeat purchases.

“As part of our overall marketing plan we wanted to offer busy moms and others a way to express themselves and keep in touch with friends and family in a fun and creative way,” said Carolyn Rehbock, vice president, Insights & Innovation for Tyson Foods. “This program also gives us the opportunity to help consumers learn about our new Tyson line of fresh chicken from birds Raised Without Antibiotics.”

The Improv-o-Gram™, which is available at, integrates pre-recorded video performances by real actors with user-recorded audio. Users choose from a list of three occasions including ‘Thank You’, ‘Birthday’ or ‘Just Because’ and then select the character they want to deliver their message.

The characters are played by actors who are dressed in costumes and given an attitude such as ‘Happy’, ‘Sarcastic’ or ‘Silly’ based on the user’s choice. Users can record their voice using the phone or a microphone or chose to enter text, which is then synched with creative video vignettes. Once completed, they can send the message to friends and family.

The concept was conceived and developed by The Iona Group, a creative communications company from Morton, Illinois. A media technology company, Oddcast, assisted with the technology development for the site.

After developing the concept, The Iona Group created more than 100 video elements, which live within the application. The videos, along with user generated audio, make it possible to create hundreds of unique messages. The question and answer options leading up to the voice recording determines which video elements are integrated with the recorded audio.

The final call to action offers the user the opportunity to learn more about Tyson 100% All Natural™ Fresh Chicken Raised Without Antibiotics. In addition to educational tools, recipes and the chance to win a free t-shirt, the site also offers a limited time coupon for Tyson’s new 100% All Natural™ Fresh Chicken Raised Without Antibiotics. Tyson officials hope users will not only download and use the coupon at their local grocer, but also spread the word about the application, increasing awareness of the company’s fresh chicken.

Tyson Foods, Inc. Tyson Foods, Inc. [NYSE: TSN], founded in 1935 with headquarters in Springdale, Arkansas, is the world’s largest processor and marketer of chicken, beef, and pork, the second-largest food production company in the Fortune 500 and a member of the S&P 500. The company produces a wide variety of protein-based and prepared food products and is the recognized market leader in the retail and foodservice markets it serves. Tyson provides products and service to customers throughout the United States and more than 80 countries. The company has approximately 104,000 Team Members employed at more than 300 facilities and offices in the United States and around the world. Through its Core Values, Code of Conduct and Team Member Bill of Rights, Tyson strives to operate with integrity and trust and is committed to creating value for its shareholders, customers and Team Members. The company also strives to be faith-friendly, provide a safe work environment and serve as stewards of the animals, land and environment entrusted to it.


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