Tyson Foods Harnesses the Power of Mobile Marketing; Mobile phone-based campaign at USA Gymnastics' Tyson American Cup event achieves 57% participation rate

Business Wire, March 22, 2006

SPRINGDALE, Ark. -- Tyson Foods today announced the results of an innovative mobile marketing campaign that demonstrated the effectiveness of using text messaging as another channel to reach target consumers. Implemented during the Tyson American Cup international gymnastics competition held March 4 in Philadelphia, PA, the promotion allowed audience members to interact with World Champion gymnast Chellsie Memmel through text messages sent from their mobile phones. Fifty-seven percent of the eligible audience members (people over the age of 18 with a mobile phone) participated in the contest, an exceptionally high involvement rate which further underscores the power of mobile marketing.

Developed in conjunction with LocaModa(TM), Inc., a Somerville, Mass.-based technology company, event attendees were given the opportunity to use their mobile phone to interact with Memmel for a chance to win seats on the floor during the competition. Midway through the event, one lucky participant received a call back from Chellsie telling them they were a winner and directing them to the floor where they would meet and enjoy the remainder of the event together. The rest of the contest participants received a thank you message from Chellsie the next day and were encouraged to continue their relationship with Tyson online.

"Tyson Foods is examining and testing the idea of using mobile marketing to build more direct relationships with consumers," said Bob Corscadden, Tyson senior vice president and chief marketing officer. "Success will allow us to more effectively activate sponsorship properties like the U.S. Olympic Team and USA Gymnastics. This technology allowed us to effectively amplify the Tyson presence in the arena and initiate a dialog with more than half the families in attendance."

The strategy of utilizing the ubiquity of mobile phones but keeping the call-to-action simple and compelling was validated by the high participation rate of 57 percent of eligible audience members. The company is committed to technology that empowers the consumer without pushing, extends the Tyson brand without complexity, and delivers measurable results effectively. The Tyson American Cup was the first step in leveraging in-location and emerging mobile technologies and will continue to build on behalf of Tyson's support of the U.S. Olympic Team in the run up to the 2008 Olympic Games.

About Tyson Foods

Tyson Foods, Inc. (NYSE: TSN), founded in 1935 with headquarters in Springdale, Arkansas, is the world's largest processor and marketer of chicken, beef, and pork, the second-largest food company in the Fortune 500 and a member of the S&P 500. The company produces a wide variety of protein-based and prepared food products, which are marketed under the "Powered by Tyson(TM)" strategy. Tyson is the recognized market leader in the retail and foodservice markets it serves, providing products and service to customers throughout the United States and more than 80 countries. The company has approximately 114,000 Team Members employed at more than 300 facilities and offices in the United States and around the world. Through its Core Values, Code of Conduct and Team Member Bill of Rights, Tyson strives to operate with integrity and trust and is committed to creating value for its shareholders, customers and Team Members. The company also strives to be faith-friendly, provide a safe work environment and serve as stewards of the animals, land and environment entrusted to it.