Issue:
Eclipsed by a maelstrom of kid-centric content, as well as video games and online games, baseball cards had lost their relevancy. Sales had been in a free-fall for the past decade. Kids simply didn’t know what to do with these static, 2-D products in a 3-D world.
Insight:
Trading card marketing had been assumptive and off-base with today’s kids. They didn’t appreciate the nuances of the game enough to have an actionable connection with collecting cards.
“Baseballs’ too slow. Nothing happens.”
“There are so many other cool games out there with fantasy, action, super powers…”
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Topps MLB Print Ad -
Topps MLB Promo Site
Solution:
From 100-mph fastballs to grand slams, our campaign, “Get Real,” highlighted the real and rarified skills of the major leagues. We devised a truly integrated plan that reminded kids about the power of the players, celebrating that in the big leagues, fantastic trumps fantastical. Most importantly, we re-educated kids about how to engage with baseball cards, with a message and activities that took the practice off the web and onto the playground.
Results:
Sales increased 38% vs. YA. The promotional site had over 300,000 hits, with a 30% return rate. Completed entries reached 7% vs. 1% norm.