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Byte Interactive and Poland Spring Pitch the Ultimate Baseball Rivalry.

SOUTH NORWALK, Conn. -- Online Marketing Campaign to Find Ultimate Fan between Yanks and Sox, Build Brand Equity and Loyalty Along the Way

Byte Interactive, the South Norwalk, CT-based strategic digital marketing agency, today announced the launch of Poland Spring's Ultimate Fan Rivalry campaign - an online marketing initiative to uncover the sports fanatic most dedicated to either the Boston Red Sox or the New York Yankees.

As the official bottled water for both the Red Sox and the Yankees, Poland Spring is able to leverage its support of both teams by individually reaching out to fans, allowing them to compete for the title of Ultimate Fan. This marketing campaign is intended to create a positive experience for consumers by building camaraderie among fans, while strengthening Poland Spring's brand equity and loyalty among the fans and consumers in general in each team's area.

"The launch of the Ultimate Fan contest allows us to demonstrate Poland Spring's support of -- as well as the fans' passion for -- the Red Sox and Yankees," said Jodie Adolfson, Senior Presence Marketing for Nestle Waters North America. "Byte Interactive has perfectly captured the fun, upbeat enthusiasm that comes along with baseball season, especially with the heated rivalry between Red Sox and Yankees fans. This campaign will raise awareness and reinforce the relationship between Poland Spring and both the Red Sox and Yankees."

About the Poland Spring Ultimate Fan Rivalry

Red Sox and Yankees fanatics are encouraged to enter themselves into the competition at www.polandspring-rivalry.com or cast their vote for their favorite entrant. All entrants must submit a photograph of themselves demonstrating their worthiness of being crowned the Ultimate Fan. A 100-word essay describing their unmatched dedication is also required. The winner of the competition will receive the Ultimate Fan experience, including four tickets to a home game, limo transportation, team jerseys, hats, tee-shirts, program books and dinner at the Clubhouse.

"We created The Ultimate Fan contest with an eye on providing consumers with a positive experience and strong connection with the Poland Spring brand," said Michael LeBeau, CEO of Byte Interactive. "This marketing approach works because it enables consumers to connect with their favorite team and fellow fans, while subtly being touched by positive brand messaging from Poland Spring."

LeBeau added: "In an age where 75 percent of consumers don't trust ads and rely more on social networks, it is more critical than ever to reach current and potential customers more directly. The Ultimate Fan contest accomplishes just that - and because it is run online, it allows Poland Spring to capture data that will help build direct consumer relationships and promote brand loyalty as a result."

Byte Interactive modeled this campaign after the very successful Ultimate Fan Contest it launched with St. Louis Cardinals on behalf of Nestle Waters North America last season. Today, the Ultimate Fan battle between Yanks and Sox die-hards is already seeing record numbers of participants. The contest ends on September 14, 2005.

About Byte Interactive, LLC

Byte Interactive, LLC is a strategic digital marketing agency that specializes in strengthening brand equity and loyalty for global consumer-product companies. The agency creates and executes online, wireless and other digital media campaigns that complement the overall marketing mix, going beyond convention to create positive experiences that best connect consumers to a brand. Byte Interactive works with global clients, including Nestle Waters North America, Coty Beauty, Heineken USA, Unilever, BIC, Vanity Fair and others. Founded in 1997, Byte Interactive is headquartered in South Norwalk, Conn. You can find more information at www.byteinteractive.com.
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Publication:Business Wire
Geographic Code:1USA
Date:Jul 5, 2005
Words:589
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