Upper Deck worked hard to engage with the company’s Authorized Distributors, Certified Diamond Dealers and serious collectors at the recent Summit Show in Edmonton. There was another audience Upper Deck worked diligently to support as well at the show; KIDS! They represent the future for the hobby of collecting cards, so Upper Deck has put a number of initiatives in place to engage these young fans.
In-Store Events – Upper Deck also visited a local card shop and ran pack wars and other giveaways with fans. Many of them were families with kids who really enjoyed opening some of their first packs!
New Collector Guides – Upper Deck produced guides that show the fun of collecting Upper Deck NHL® cards that kids really seemed to enjoy. It helps educate them on the hobby and what to look for in packs.
Sample Packs with Pocket Guides – Upper Deck has a smaller version of the collector guide that goes in promotional packs. These packs contain a variety of new NHL® Upper Deck cards to give younger collectors a taste for what opening packs is all about. Upper Deck shared hundreds of these packs with youth hockey teams practicing near the show.
Raffles – We gave youngsters a shot to score big through free Upper Deck raffles and those who won were thrilled.
Wrapper Redemption Programs – Upper Deck provided extra packs for fans who tried out new Upper Deck NHL® packs. They all had a blast opening up the packs and scoring some bonus autographs and inserts was a huge plus.
One of these youngsters shared with his dad, “This is the best day of my life.” It was pretty special for us too guys!
How do you build the next generation of card collectors? One fan at a time and through engaging programs like this at events! Thanks to all the families who allowed us to share the hobby with their kids!