Upper Deck Launches Football Marketing Campaign
Sep 24 2007 4:29PM
Upper Deck is launching its new marketing campaign for the 2007 football season. Following up on last year's successful kid-focused marketing programs, Upper Deck has just launched a new application of their popular UpperDeckKids.com promotion, along with a new supporting TV commercial. Both of these marketing tools proved extremely effective during a very successful 2006 NFL season.
UD launched its new Ultimate Score online game and sweepstakes promotion. The season-long Ultimate Score promotion allows kids to register their new Upper Deck Football cards, at UpperDeckKids.com, for virtual game tokens that activate the exclusive Ultimate Score arcade game. Every score in the game delivers random instant-win prizes ranging from bonus codes to Upper Deck Football cards to videogames and autographed memorabilia. Every card registered is also worth an entry for the chance to win a VIP dream trip to the 2008 Super Bowl in Arizona. To learn more about the Ultimate Score football promotion please visit www.upperdeckkids.com.
"Over the last 18 months, we've executed several unique promotions at UpperDeckKids.com, each of them fueled by the exclusive codes that are included on all of our sports card products. The promotions that included interactive games were, overwhelmingly, the most popular among kids," commented Kerri Stockholm, director of marketing for Upper Deck. "It is our mission to bring new kids into the football market, and we are accomplishing that goal with fun and unique promotions that make sports cards relevant to young sports fans. We're confident the new NFL Ultimate Score campaign will continue to deliver a highly engaging football card experience to a new generation of collectors."
Upper Deck is again creating a new television commercial to promote the Ultimate Score online game and promotion which will air on kid friendly networks like Cartoon Network. The TV spots will begin airing in late-September. The focus of the spot is on the new Ultimate Score online game and the opportunity to win great prizes every time football cards are registered at UpperDeckKids.com. Adds Stockholm, "All told, Upper Deck is spending millions of dollars each season to bring kids into the football card market."
The number of boys collecting sports cards is also increasing as evidenced by the results from the KidSay Tracker—a monthly report created to monitor the spending habits and trends of youth respondents. In 2006, just 9 percent of boys reported they collect sports cards. In 2007, the percentage has grown substantially to over 40 percent of respondents claiming they collect sports cards. The early feedback on the 2007 football card business is showing those gains holding steady.