• PROMO Magazine, Tuesday, March 28, 2006 12 PM

Text messaging is one of the latest methods marketers are using to reach out to consumers, and in the case of Tyson Foods the strategy appears to be working. Earlier this month Tyson sponsored an international gymnastics competition where it ran an on-site promo inviting spectators to text a message to World Champion gymnast Chellsie Memmel for a chance to win seats on the floor during the competition. Halfway through the event, one winner got a call from Memmel to meet her on the floor and watch the rest of the program together. The 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. The big news was that a whopping 57 percent of the audience entered the contest. "This technology allowed us to effectively amplify the Tyson presence in the arena and initiate a dialogue with more than half the families in attendance," said Tyson Senior Vice President-CMO Bob Corscadden in a statement. Springdale, AR-based Tyson is testing mobile marketing "to build more direct relationships with consumers," Corscadden said. "Success will allow us to more effectively activate sponsorship properties like the U.S. Olympic Team and USA Gymnastics."

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