Tyson Foods, Inc. is an American multinational corporation and the world's second-largest processor and marketer of chicken, beef, and pork. Their brands include Jimmy Dean, Hillshire Farm, Ball Park, Wright Brand, Aidells, and State Fair. Tyson Foods partnered with 3 tier logic to launch their national ‘Big Game SMS Sweepstakes’ promotion, exclusive to consumers in the United States.

Program Objectives

• Drive purchases and sales

• Increase customer engagement

• Nurture brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create an SMS project for Tyson Foods’s ‘Big Game SMS Sweepstakes’ promotion, leveraging the following modules:

• Contests and Promotions

• SMS Shortcode Phone Number

• Purchase Receipt Validation

• Data Capture & Analytics

When consumers purchase a qualifying Tyson Foods product from participating retailers, they are eligible to receive a sweepstakes entry for the chance to win a trip for two to Super Bowl LII or 1 of 12 secondary prizes of $50 digital Visa cards. Consumers were to text the promotion keyword ‘GAMEDAY’ to the shortcode 47056, then send a picture of their receipt. Once their purchase has been validated, consumers receive an SMS message confirming their sweepstakes entry. They were also given a no purchase entry (AMOE) option in which they were to mail in their sweepstakes entry instead. Consumers were limited to seven entries per person per day. 3 tier logic generated a random draw to select the sweepstakes winners and procured and fulfilled the prizes.

With PLATFORM³, Tyson Foods was able to collect valuable insights into their consumers’ purchasing behavior. The Data Capture & Analytics module provides information about shoppers’ microsite activity for the duration of the promotion. Tyson Foods is able to use this data to make strategic decisions and continue increasing sales, engagement, and customer loyalty.