Tyson Foods & MPG partner with Viacom in product integration
Tyson Foods through its media agency MPG (Media Planning Group), will partner with the media conglomerate Viacom in a wide-reaching cross-promotional integrated marketing effort built around the advertising campaign "Powered by Tyson," created by MPG's sibling Arnold Worldwide.
The highlight of the partnership will be the integration of a Tyson Foods product in an upcoming third season episode of CBS's popular Monday night situation comedy "Still Standing."
"We're very excited about being part of this innovative effort," said Bob Corscadden, Chief Marketing Officer for Tyson. "One of the primary components of our new 'Powered by Tyson' communications strategy states that we'll be seen in expected and unexpected places. This is new. It's unexpected. It dovetails nicely with our new strategy."
Tyson and Viacom will also bring "Powered by Tyson" marketing components to:
-- "As the World Turns" -- Two humorous customized :15 vignettes will feature actresses from the long-running daytime soap opera; CBS will also deliver product placement in an October episode.
-- "CBS's The Early Show" -- Tyson Foods will sponsor six "Chef on a Shoestring" and "Parenting" segments. Chef recipes will be available on Tyson.com for a limited time, with Tyson sponsorship noted on printable recipes.
-- CBS.com -- Four on-air :10 enhanced billboards, driving to Tyson sponsorship; rotating placement on Early Show homepage and website, CBSNews.com homepage and website, and cross promotional units on CBS.com's daytime programming website; 3.2MM guaranteed online impressions.
-- UPN -- Tyson-tagged billboards and promos in 2005 for a custom-created "Family Night" of programs with strong family themes. Tyson will be exclusive tune-in sponsor for the premiere episode of buzz-heavy Taye Diggs drama "Kevin Hill."
-- Nick at Nite -- "Family Table" vignettes will be sponsored by Tyson, incorporating 30 billboards and 30 commercial adjacencies.
-- Country Music Television -- Tyson sponsorship of "Ultimate Home Makeover" (working title) with product placement and sponsorship of CMT's "Mothers and Family Week" programming stunt.
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