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Catalyst News

2010 Catalyst Fan Engagement Study: Social Media Changes the Game for Fans and Brands

NEW YORK - JULY 23, 2010 - As the use of social media continues to evolve and expand, consumer brands that leverage the NFL and MLB have a significant opportunity to reach a more passionate fan base and create a deeper level of engagement, according to the 2010 Catalyst Fan Engagement Study.

Catalyst Public Relations, the 2010 PRWeek Boutique Agency of the Year, commissioned Greenfield Online, a Toluna Group company, to develop a nationwide consumer survey targeting avid MLB and NFL fans that use social media.  Conducted in April 2010, more than 1,000 fans participated in the study which explored how fans use social media to follow these sports, its impact on their fan experience, and what they expect from social media moving forward. 

The study revealed that more than half of MLB and NFL fans consider themselves "more passionate" fans since they started following these leagues using social media.  Among higher income[1] fans, the impact has been even greater, with approximately two thirds of higher income fans feeling they have become "bigger" fans[2].  Additionally, more than 70 percent of younger[3] MLB fans and 66 percent of NFL fans described themselves as bigger fans since they started following these sports via social media.

Social media is also increasing the amount of time fans spend watching and following the NFL and MLB, with almost half of fans claiming that once they begin following the leagues through social media, they devote more time to the sport.  This trend was most evident among higher income fans.  More time invested by fans offers advertisers and sponsors increased opportunities for exposure among this group.

"Social media provides marketers with the opportunity to reach fans that are more active and passionate than their peers, and transform them into brand advocates as well as customers," said Bret Werner, Managing Partner, Catalyst Public Relations. "Fans engaged in social media are more interested in interacting with the brands partnering with their sport of choice.  This includes receiving and responding to promotions and offers." 

The study revealed additional key insights about NFL and MLB fans, including:

• Facebook is the leading social media site used by NFL and MLB fans, but it isn't the only place to be
• Fans primarily use social media tools after the game, particularly those fans who are 46 and older
• Increasingly, social media is being seen as an information resource for fans, who leverage tools for scores, news, and as a means to stay "in-the-know"
• Mobile is becoming an increasingly more important medium to leverage, especially with younger fans
• Promotional offers and special deals enhance the fan experience, especially those that can help fans get closer to the game 

For a more in-depth review of the findings, or information about Catalyst, please contact Bret Werner, Managing Partner, at 212-714-7900 or bwerner@catalystpublicrelations.com.

About Catalyst

Catalyst, founded in October of 2005, is at the forefront of strategic media relations through its extensive knowledge of traditional and emerging media. The agency partners with 15 of the foremost consumer brands to reach the hearts and minds of consumers who are passionate about sports, entertainment and leading an active lifestyle. Catalyst was named the 2010 PRWeek Boutique Agency of the Year and the 2009 New Consultancy of the Year by The Holmes Report.  Catalyst is headquartered in New York with offices in Charlotte and Los Angeles.

[1] Higher income fans defined as those earning $75,000 or more a year

[2] Bigger fan as self described in the survey

[3] Younger fans defined as fans 18-33 years old

Tags: catalyst , fan engagement , survey , findings , mlb , nfl , baseball , football , fans , social media , consumer insights , facebook , bret werner

Catalyst News

FLORIDA RESIDENT AND NFL ROOKIE C.J. SPILLER NAMED GRAND MARSHAL FOR SUBWAY® JALAPENO 250 POWERED BY COCA-COLA

DAYTONA BEACH, Fla. - SUBWAY® Restaurants spokesperson and Buffalo Bills rookie C.J. Spiller has been named Grand Marshal for the SUBWAY® Jalapeño 250 Powered By Coca-Cola NASCAR Nationwide Series race at Daytona International Speedway on Friday night, July 2.

"As Grand Marshal, Spiller will utter the most famous words in racing, giving the command of: 'Gentlemen, start your engines!" said Track President Robin Braig.

"I appreciate the opportunity to be part of such an exciting event at NASCAR's greatest venue with my friends from SUBWAY Restaurants and Coca-Cola," said Spiller. "This is my first race and I am sure it will be a night of action-packed excitement and a great way to kick off the Fourth of July weekend."

Spiller, of Lake Butler, Fla., is a rookie running back for the Buffalo Bills.  He was an All-American at Clemson University and was selected ninth overall in the 2010 NFL Draft. SUBWAY® Restaurants is also a primary sponsor of Carl Edwards and the No. 99 Roush Fenway Racing Ford Fusion. The SUBWAY® colors will adorn the No. 99 car Saturday night, July 3 under the lights at DIS for the 52 ^nd annual Coke Zero 400 Powered By Coca-Cola NASCAR Sprint Cup Series race.

 "We look forward to welcoming C.J. to the hallowed grounds of Daytona International Speedway," said Braig. "We're proud to have SUBWAY and Coca-Cola team up again to sponsor one of the most anticipated NASCAR Nationwide Series races of the year."

The SUBWAY® Jalapeño 250 Powered By Coca-Cola will mark the on-track debut of the new NASCAR Nationwide Series car.

Tickets for the Coke Zero 400 Weekend Powered By Coca-Cola on July 1-3 are available on your web-enabled phone at mobile.daytonainternationalspeedway.com, online at www.daytonainternationalspeedway.com or by calling 1-800-PITSHOP.

Tags: grand marshal , nascar , cj spiller , jalapeno 250 , daytona , dis , coca-cola , subway

Catalyst News

THE PEOPLE'S CHARDONNAY: [YELLOW TAIL] WINE LAUNCHES NEW VARIETAL NAMED BY A FAN

Louisiana Man Wins Naming Contest; Tree-Free Chardonnay Hits the Shelves June 2010

Fans Can Join [yellow tail] in their First Virtual Tasting to Kick off Tree-Free on June 22 and July 15

White Plains, NY, June 21, 2010 - What is [yellow tail] Tree-Free Chardonnay? Ask Jared Kendall of Baton Rouge, Louisiana. He's the [yellow tail] wine fan who named it! Kendall entered the brand's online naming contest in November 2009 and won with his creative, quirky name - Tree-Free Chardonnay. [yellow tail] wine's newest addition, an un-oaked Chardonnay, will be available nationwide starting this month.

[yellow tail]'s Tree-Free Chardonnay differs from their traditional Chardonnay because it is not aged in oak (hence the name, get it?). This wine delivers a lighter, crisper flavor profile with hints of citrus, grapefruit, and lime. The new varietal will retail at $7.99 and joins four other white wine varietals in the [yellow tail] portfolio: Chardonnay, Pinot Grigio, Riesling, and Sauvignon Blanc.

The idea for the contest was simple - [yellow tail] wine needed some extra help!  After creating a new chardonnay varietal, the [yellow tail] team was stuck on the name. They turned to their loyal consumer following and put a call out for suggestions on their Facebook page and web site this past winter. The contest received more than 700 entries in a mere eleven days, but Kendall's submission of Tree-Free really stood out for its clever way of saying that no oak is used in the wine making process.

"We knew we had something special with this unique tasting Chardonnay, but we needed to uncork another asset -- the creativity and passion of our fans," said Isabelle McDonnell, Director of Marketing for [yellow tail] wines. "We're launching an innovative varietal that tastes as unique as it sounds; its light, fresh taste will appeal to those that may have forgotten about Chardonnay as a wine option."

Kendall was awarded the first case of Tree-Free Chardonnay for his creative prowess. The wine traveled from Casella wineries in Australia and arrived at the doorstep of his Baton Rouge home at the end of May. He was able to sample the sweet taste of victory amongst friends and family.

"[yellow tail] has always seemed  like it has a great sense of humor , so it makes sense they'd use such a fun way to name their next wine," said Jared Kendall, creator of the 'Tree-Free' name.  "When I saw the chance to suggest an inventive name for the brand, I was inspired to submit this name suggestion."

[yellow tail] will continue to engage consumers surrounding Tree-Free Chardonnay by hosting two virtual wine tastings open to all adults 21 and over. Utilizing social media, [yellow tail] invites fans to give real time reviews online by uncorking a bottle on Tuesday, June 22 and Thursday, July 15 between 3pm and 7pm EST and posting their thoughts. During this time, fans can participate by typing their reviews directly on DiscoverYellowTail.com or via Twitter using the #TreeFree hash tag. [yellow tail] will be participating as well, offering sampling tips, pairings, and other treats for participants. The entire stream of conversation will be viewable on DiscoverYellowTail.com.

In the end, every participant in the online naming contest received an honor from [yellow tail]. The brand was so intrigued and entertained by the additional creative suggestions that they provided all 700+ contestants with customized wine labels featuring their own unique wine names. (Ensuring that all contestants can buy bottles of Tree-Free Chardonnay and secretly sticker over it with their own dream name - whether they pass the name off as their own or not is up to them!)

For more information on [yellow tail] Tree-Free please visit us at Facebook, Twitter and www.discoveryellowtail.com.

 Please drink responsibly.

About W.J. Deutsch

W.J. Deutsch & Sons, Ltd. was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world.  Deutsch's wines and spirits are sold to the trade with well-planned marketing support and are offered to U.S. consumers at fair market prices. Today the company is renowned for its brand building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirit industry. 

The W.J. Deutsch & Sons portfolio includes award-winning wines from Australia: [yellow tail], [yellow tail] The Reserve, [yellow tail] Sparkling; California: Esser Vineyards, Kunde Estate; France: Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, PatchBlock, Pierre Sparr, Sauvion et Fils, Vidal Fleury; Italy: Barone Fini, Castello di Monastero, Coldisole, Poggio alle Sughere, Lionello Marchesi, Villa Pozzi; New Zealand: The Crossings; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades (Rias Baixas), Cruz de Alba (Ribera del Duero), Ramón Bilbao Vinos Y Vinedos (Rioja), and Volteo (Castilla); Chile: Llai Llai; Argentina: Ruta 22,  and award-winning spirits from Landy Cognac (France), Luksusowa Vodka (Poland) and Villa Massa (Italy).  www.wjdeutsch.com

About [yellow tail]

[yellow tail] is the champion wine brand for Casella Wines. Owned and operated in Yenda, Australia, the Casella family has winemaking links going back six generations to Italy. [yellow tail] wines are created with a simple philosophy - make a great wine that everybody can enjoy. [yellow tail] is everything a great wine should be; approachable, fresh and full of flavor.

The [yellow tail] wine portfolio includes nine [yellow tail] varietals (including Shiraz and Chardonnay), three blends and a Sparkling White and Rosé wine. The [yellow tail] Reserve portfolio includes five varietals, including Cabernet Sauvignon and Pinot Grigio.  [yellow tail] and [yellow tail] Reserve wines are produced by John Casella and Chief Winemaker, Alan Kennett of Casella Wines, Australia.

Tags: [yellow tail] , chardonnay , tree-free , contest , w , h , deutsch , wines , varietals

Catalyst News

SUBWAY® Restaurants Kick Off ‘Baseball DeSIGNS' Tour with National Little League® Baseball Appreciation Game

Total Proceeds from Online Auction to Benefit Little League Urban Initiative

MILFORD, Conn. (June 17, 2010) - Through its partnership with Little League® Baseball and Softball, SUBWAY® restaurants announced today, during National Little League Baseball Week,  the second annual SUBWAY® Baseball DeSIGNS tour commencing with a National Little League Baseball Appreciation Game in Southern California on July 9. The tour will feature baseballs designed by Little Leaguers and autographed by celebrities that will be auctioned off to the public with the total proceeds benefiting the Little League Urban Initiative.

The tour with more than 30 baseballs signed by celebrities / athletes will make stops in four U.S. cities including the final stop in South Williamsport, Pa., at the Little League Baseball World Series. Beginning in Los Angeles, the tour will be accompanied by baseball legends and famous fans of SUBWAY® who will be serving as official program spokespeople, which include Philadelphia Phillies' Ryan Howard; former Los Angeles Dodgers great and ESPN personality Orel Hershiser; New York Yankees legend, Bucky Dent; and Boston Red Sox Hall of Famer Fred Lynn. The tour will also make stops in Anaheim, Calif., during All-Star festivities and in New York City on August 5.

"As part of our commitment to healthy, active lifestyles for kids, SUBWAY® Restaurants have been proud sponsors of Little League Baseball and Softball," said Tony Pace, chief marketing officer, SUBWAY Franchisee Advertising Fund Trust. "The Little League Appreciation Game and the SUBWAY® Baseball DeSIGNS tour was developed to showcase this great youth sports organization. We look forward to the second year of this program and another great season of kids playing hard and eating fresh."

Gold Glove and Cy Young Award winner Orel Hershiser and former nine-time All-Star Fred Lynn will serve as celebrity coaches in the 2010 National Little League Baseball Appreciation Game to be held next month at La Cienega Park, Beverly Hills, Calif., giving the Little Leaguers a chance to interact with two of baseball's all-time greats. The legendary ballplayers will also throw out a ceremonial first pitch. The legends will be joined at the exhibition game by SUBWAY® national spokesman Jared Fogle. 

Celebrities scheduled to autograph baseballs for the tour include the cast from the popular television series "Glee," actors from the hit "Twilight" franchise, cast from "Gossip Girl," swimming great Michael Phelps, professional baseball players CC Sabathia and Ryan Howard, NASCAR driver Carl Edwards and four-time NASCAR champion Jeff Gordon among others.

The baseballs will be displayed at SubwayBaseballDesigns.com and SubwayKids.com. Auctions for the celebrity autographed baseballs will open to the public August 20 on eBay, and will run through the Little League Baseball World Series that concludes on August 29.

"We're looking forward to this summer-long event and its culmination in August at the Little League Baseball World Series," said Stephen D. Keener, President and Chief Executive Officer of Little League International. "SUBWAY® is an important partner in helping us to bring the benefits of Little League to families in the U.S. and around the world. The 'Baseball DeSIGNS' tour will help to enhance those efforts even more."  

SUBWAY® Restaurants have proudly sponsored Little League Baseball and Softball since 2005 as a way to reach and encourage Little Leaguers and their families to live active lifestyles and eat healthy. 

About SUBWAY^® Restaurants

With more than 32,000 locations in 91 countries, the SUBWAY® restaurant chain is the world's largest submarine sandwich franchise and famous for its made-to-order footlong and 6-inch submarine sandwiches and salads. The SUBWAY restaurant chain was founded in 1965 by Fred DeLuca and Dr. Peter Buck as a means for then 17-year-old DeLuca to earn enough money to pay for college tuition. That partnership, which continues today, marked the beginning of a remarkable journey - one that made it possible for thousands of individuals to build and succeed in their own business. The SUBWAY brand has been named as the number one franchise opportunity in Entrepreneur magazine's "Annual Franchise 500®" listing 17 times in the past 23 years, and was also ranked by the magazine as "America's Top Global Franchise" for 2009. For more information about the SUBWAY chain, visit www.subway.com or www.subwayfreshbuzz.com. SUBWAY is a registered trademark of Doctor's Associates Inc.

About Little League Baseball & Softball

Little League® Baseball and Softball is the world's largest and most respected youth sports organization. With players in every U.S. state and more than 70 other countries, the program is led by more than 1 million adult volunteers. It serves children ages 5 through 18, including physically and mentally disabled children (Challenger Division) and children in urban areas (Little League Urban Initiative). 

Tags: subway restaurants , little league baseball , ebay , ryan howard , orel hershiser , bucky dent , fred lynn , baseball , baseball designs , auction , autographed

Catalyst News

A Communications Game Plan for World Cup

The following was prepared by Catalyst managing partner, Bret Werner for PRWeek June 3, 2010. 

A Communications Game Plan for World Cup

The 2010 FIFA World Cup will be an event of firsts: the first time the tournament has been hosted by an African nation; the first time social media is the medium of preference for fans to connect around this global event; perhaps the first time your brand is aligned with the sport. For one of the world's premiere events, marketing communication strategy has never been more important. Below are a few points to help marketers formulate a winning game plan around World Cup.

PR Activation: Mandatory, Not Optional. Sports sponsorship is no longer about hosting top clients and media contacts at hospitality tents. If your brand does not create an integrated communications strategy and PR campaign to support its sponsorship, you've lost an opportunity to motivate consumers, evolve brand perception and most importantly, the opportunity to maximize your investment.

Social Media: The Ultimate Game Changer. It's hard to believe that at the 2006 FIFA World Cup, Facebook was dominated by students, Twitter and online videos were still in their infancy. In 2010, World Cup is expected to shatter records as the most-viewed and discussed event ever via social media platforms. Successful marketers will leverage their sponsorship assets to help World Cup fans connect with their teams, with each other and ultimately, with sponsoring brands.

Go Global & Emphasize The United States. World Cup is a truly global event; more than 26 billion people watched the 2006 tournament according to FIFA. Passion and interest for the sport never goes dark. World Cup is best leveraged by brands willing to make the commitment-to communicate on a global scale, on an ongoing basis. Equally as important, the United States should not be ignored. 2006 domestic viewership jumped 38.9% from 2002 according to Sponsorship Intelligence, fueled extensively by the Latino market. Marketers can still leverage fan passion and achieve quality consumer engagement in the States, often with less competitive clutter.

World Cup 2010 is on its way to making history. Whether you're an official sponsor or even indirectly involved in the sport, World Cup presents unique opportunities to connect with a very large and passionate audience. If you're on the field, ask yourself: Do I have a fully integrated communications strategy and long-term game plan needed to score?

Bret Werner is Managing Partner of Catalyst Public Relations, which PRWeek named 2010 Boutique Agency of the Year. The agency focuses solely on consumer-facing integrated marketing communications campaigns, applying its approach to leverage sports, entertainment and active lifestyle platforms for clients.

Tags: world cup , public relations , social media , sponsors , facebook , twitter , communications plan