Tyson Challenge

Tyson wanted a new and fresh approach to connect the marketplace with a new product. The new product was Tyson’s “Raised Without Antibiotics” (RWA) chicken. Through discussions with Tyson management and measuring how Tyson best wanted to connect with their target market an opportunity to develop and deliver a fresh, new viral website was borne.

How Iona Helped

Iona worked with Tyson to design a new website based on Tyson’s Meal Time Hero concept. Iona brought that into the site via the Super Mom, Super Star tag line featured on the host of the experience. The website used improvisational actors who created comedic video vignettes (Improv-o-Grams) that can be mailed by a site visitor to a friend or colleague. Iona concepted, designed and produced the entire effort. Iona partnered with Oddcast, a premier technology company, to deliver this very complex and challenging project.

Connection Made

After meeting an aggressive schedule, the “Improv-O-Gram” went live. The site is at www.cluckhere.com and promises over 90 distinct video vignettes that are fun and engaging. When a Tyson customer comes to Cluckhere.com they can learn about RWA chicken, sign up for special offers or just send a friend a funny and witty “Improv-O-Gram”.