Tyson Foods, Inc.: Gold Medal Moms

Leveraging our U.S. Olympic Team sponsorship and relationship with America’s favorite Mom, Mary Lou Retton, we created an integrated campaign using a user-generated contest called “Gold Medal Mom.” The contest was a platform to thank moms by sending winners to the 2008 Olympic Games in Beijing. We created GoldMedalMom.com, where people could publicly pay tribute to their mom through video

and photo essays, and vote for Tyson’s “Gold Medal Mom,” the special person who deserved to go to the 2008 Olympics. Email communication, national TV and print, PR outreach and custom video kiosks at 30 major Olympic events all drove consumers to GoldMedalMom.com.