Friday, March 24, 2006

Tyson Likes Mobile Marketing

Granted you had a captive audience, but 57% is a remarkable participation figure for any mobile marketing campaign.

From Promo Magazine Tyson flips over mobile marketing

Tyson Foods scored high with its text-messaging campaign at the Tyson American Cup international gymnastics competition earlier this month.

The on-site promo invited spectators to text a message to World Champion gymnast Chellsie Memmel for a chance to win seats on the floor during the March 4 competition. Halfway through the gymnastics competition, one winner got a call from Memmel to meet her on the floor and watch the rest of the program together.

All other participants got a follow-up message from Memmel the next day, thanking them for playing and encouraging them to stay in contact with Tyson online. Fifty-seven percent of the audience entered the contest.

Gymnasts are a strategic niche target for Tyson, because their training diet relies heavily on lean protein. Arnold Brand Promotions, Boston, handles Tyson promos, with parent Arnold Worldwide as the lead agency on advertising. Tech firm LocaModa , Somerville, MA, executed the text-message contest at the tournament

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