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To mark June as Turkey Lovers' Month, the National Turkey Federation (NTF) is giving Facebook users a chance to "talk turkey."
The federation chose to focus the concept on Facebook, to reach a younger consumers who talks with their peers through the social networking community. Campaign participants will add a "turkey voki" -- a small, talking cartoon turkey -- to their profile areas and share it with their friends across Facebook.
The talking turkey voki has the right elements to spread the NTF's message virally. The talking turkey delivers a humorous, customizable message. It wears a T-shirt that says "Shake Your Tail Feather," and includes the www.eatturkey.com URL. The voki also says, "Do I make you hungry? Happy Turkey Month!" Users can customize the talking turkey's clothes and choose to load up their own voice to the turkey voki with their phone or computer. The voki platform allows users to send the talking turkey to friends, or post it on a social network profile area or a blog.
"Our goal is to get Facebook and voki users thinking and talking turkey, by placing the talking turkey on their profile page," said the NTF's Sherrie Rosenblatt. "We believe this culturally relevant message will resonate with the target audience and inspire them to pass the 'turkey voki' along to their friends."
The campaign aims to raise awareness among younger consumers that June is Turkey Lovers' Month. The talking turkey character will also inform them about www.eatturkey.com, a Web site where they can learn more about the benefits of eating turkey and turkey products.
The tested message, "Shake Your Tail Feather," was an almost-unanimous choice among the younger audience. Participants said they chose the phrase because it made them want to get up and dance, said Rosenblatt.