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SPRINGDALE, Ark. - Laughter will play an important part in the creative strategy of a new interactive Web site launched by Tyson Foods, Inc. here to help promote the company's new 100 percent All Natural Fresh Chicken Raised Without Antibiotics.
Called the "Improv-o-Gram" and available at www.cluckhere.com, the online experience allows people to create and send their own humorous personalized messages, such as a greeting just in time for Halloween, using 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, and we know online greetings are very popular with this audience" said Carolyn Rehbock, Tyson's v.p./insights & innovation. "This program also gives us the opportunity to help consumers learn about Tyson's new line of fresh chicken from birds raised without antibiotics."
The Improv-o-Gram integrates pre-recorded video performances by real actors with user-recorded audio. Users choose from a list of three occasions -- including Thank You, Happy Birthday or Halloween -- and then select the character they want to deliver their message.
The final call to action gives the user the opportunity to learn more about Tyson 100 percent All Natural Fresh Chicken Raised Without Antibiotics, as well as offering educational tools, recipes, the chance to win one of three free T-shirts awarded daily, and a limited time coupon to be redeemed at local grocers.