Campaign details

Brand: Tyson
Lead Agency: Mindshare

Strategy

Objective

In 2017/2018, Tyson partnered with Twitch to increase household penetration and unit sales for Any'tizers and Crispy Strip products during key sport time periods. Our strategic media approach aimed to break through sports and gaming environments to consider Tyson products as their staple snack of choice and to reach snack purchasers who aren't considering Tyson products when planning a party or entertaining occasion (spontaneous or planned).

The overall Game Day campaign looked at mobile as a way to intercept consumers across platforms when they are on their favorite app/site gearing up for watching the upcoming week's big game. Knowing that they are likely to be engaging with the live sport on TV, we wanted to intercept them with them on their mobile device (second screen). Secondly, we wanted to partner with go-to sports mobile publications where consumers are watching game recaps, checking scores, and interacting with their favorite teams. Lastly, we aimed to partner with emerging platforms with high user engagement and customized brand integrations to reach consumers in unexpected places.

Target Audience