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SPRINGDALE, Ark. -- Tyson Foods, Inc. here has rolled out an interactive Web site designed to help promote the company's new 100% All Natural Fresh Chicken Raised Without Antibiotics.
"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," noted Carolyn Rehbock, v.p., insights & innovation for Tyson Foods, in a statement. "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 interactive feature, dubbed the "Improv-o-Gram," and available at www.cluckhere.com, permits consumers to create and send their own personalized video messages by employing video and audio synchronization technology starring improvisational actors. It also includes information about the new fresh chicken line.
The "Improv-o-Gram" integrates pre-recorded video performances by real actors with user-recorded audio. Users can select from a list of three occasions -- 'Thank You', 'Birthday,' or 'Just Because' -- and then choose the character they want to deliver the message.
The characters are played by costumed actors who portray a 'happy', 'sarcastic,' or 'silly' attitude, based on the user's selection. Users can record their voice, using the phone or a microphone, or enter text, which is then synched with creative video vignettes. Completed messaged can be sent to friends and family.
The program is part of the company's "Thank You" marketing campaign, which shows how Tyson products help make home cooks heroes at mealtime. The campaign also consists of TV and radio advertising, in addition to consumer promotions to spur new and repeat purchases.
Conceived and developed by The Iona Group, based in Morton, Ill., with development assistance from media technology company, Oddcast, the site is capable of creating hundreds of unique messages.
In addition to the "Improv-o-Gram" feature, the site offers educational tools, recipes, and the chance to win a free T-shirt, in addition to a limited-time coupon for 100% All Natural Fresh Chicken Raised Without Antibiotics.
Tyson is the world's largest processor and marketer of chicken, beef, and pork.