Topps Baseball Cards: Diamond Anniversary Promotion

Situation:

The Topps Company, one of the most well-known and established brands in America, is celebrating their 60th Anniversary. To celebrate their anniversary, Topps engaged Geppetto to develop a year-long integrated promotion. While celebrating a 60th anniversary plays into the heritage of the brand, it was also a potential issue for a company that was struggling to be seen as modern and relevant in the digital age. So our challenge was to find a way to make an old brand new in a way that would excite current consumers to buy more, and engage new consumers to buy for the first time.

Solution:

To celebrate the anniversary and bring new excitement to card trading, we created the Topps Diamond Giveaway Promotion (leveraging the fact that the 60th anniversary is the Diamond Anniversary). We grounded the promotion in the heritage of the brand but brought fresh interest by looking to our Youthsparks for inspiration. Leveraging the affinityitis spark, we tapped consumers desire to connect with each other and created new levels of interactivity with the Diamond Dig Giveaway.

The Diamond Dig Giveaway:

Tapping into the heritage… Find special codes inside packs of Topps MLB cards and enter them at DiamondTopps.com to instantly unlock a virtual card from 1952 to 2010, including special diamond die-cut and diamond-embedded cards. You can collect the cards, trade them with others in the online community and even redeem them for the actual cards. Bringing news and excitement… Once you have unlocked your card, you get your own virtual baseball diamond and a shovel to play The Diamond Dig Game. The field has all sorts of cool prizes like vintage packs of cards and virtual dreams. Collect the virtual rings for fun, to trade and to redeem for more cool prizes including Topps 60th anniversary card sets or commemorative Diamond Anniversary Rings. And, some lucky winner will dig up the grand prize of a his-and-hers diamond ring set. The more cards you buy, the more codes you get, the more digs you have to find instant prizes and collect virtual rings for even more prizes.

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