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Tyson Chicken--An Example of the Future??


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This piece originally appeared on Dec. 6, 2005, on the Convergence Culture Consortium from the Massachusetts Institute of Technology.  Sam Ford blogs weekly there about soap operas in relation to fan cultures and innovative storytelling and marketing campaigns, in addition to blogging about many other new media issues updated multiple times daily.  You can visit his blog here.

Since I study the soap opera industry regularly, I thought I would post something about the partnership between Tyson Foods and As the World Turns, the soap that I "study" (am an avid fan of).

Barbara Ryan, who has been a regular character on the show played by Colleen Zenk Pinter since 1978, is one of the most recognizable stars on the show. In the past couple of years, her character--who has long been the neurotic head designer of fashion company BRO (Barbara Ryan Originals)--has gone of the deep end and has become a soap villain of sorts.

Tyson, a regular advertiser on the CBS daytime lineup, somehow borkered a deal with the producers of ATWT and shot the following commercial:

Barbara walks into the kitchen of her aunt and uncle's home (Bob and Kim Hughes, the core family of the show), on her cell phone and says the following:

"What did I do today? Well, I took the kids to school, foiled a kidnapping attempt, took my son to his psychiatrist's, picked up the drycleaning, divorced my eighth husband, went to lunch and played bridge, recovered from the explosion, went to the grocery store, and sabotaged a fashion show. You?"

At the bottom of the screen, Tyson's logo appears, along with its new catch-phrase "Powered by Tyson." These were a great departure from the more conventional "families powered by Tyson" commercials, but the fans of As the World Turns began talking about the commercial regularly.

Later, Tyson featured Barbara Ryan's character in a second commercial with similar results, as she walks into the same kitchen and says:

"What have I been up to lately? Well, I flew out of a second-story courtroom window, confessed to a murder that I didn't commit, foiled an attempt to brainwash my son, sent my enemies to a Swiss spa and aged them 40 years, and crashed my car into a mental institution? And you?" Again with the Tyson information appearing.

As opposed to blatant product placement within the show, the fans have accepted this spot as brilliant and regularly bring it up on message boards, etc. I think this is one way that producers could market their products along with entertainment in intriguing ways. The spot cost nil to produce, as it was filmed on the show's set with one of their regular actors, and yet it created a much stronger link between the fans of the show--As the World Turns--and the product. Now, Tyson seems to be a "hip" product in-line with what soap opera is really like, rather than a frozen food and chicken company trying to hock its products at the stereotypical housewife.

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