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Upper Deck’s Random Acts of Kindness program started during the company’s 25th Anniversary campaign in 2014 as a way to say thank you to those doing good in the hobby. With so much negativity online, Upper Deck wanted to recognize fans who help out other collectors and are positive advocates for the hobby on message boards, on social media and in their communities. During that initial campaign, Upper Deck thanked collectors and sometimes even celebrities with special packages to let them know how much the company appreciated them.
The program was so successful we have continued it and since 2014 we have delivered over 2,000 #UDRAK packages to fans around the world that are all customized to their collecting habits. The program has helped to change the way collectors engage with each other online for the better. Knowing that Upper Deck is always watching to what is happening online, many collectors are trying to be more helpful and generous on social media platforms and message boards. They are scoring as Upper Deck hears their story and surprises them with an unexpected mail day. If you are doing good out there to encourage the hobby of collecting, there’s a pretty darn good chance Upper Deck will hear your story and you’ll be added to the company’s list of #UDRAK recipients. Just check Twitter for the hashtag #UDRAK to see fans react to receiving these mail days.
Fans who score an Upper Deck Random Acts of Kindness package know about it right away when they see the red sticker on the package.
At holidays, Upper Deck likes to get creative with #UDRAK packages. Here’s a look at some fun packages collectors received at Valentine’s Day.
For Father’s Day we surprised some dads by putting them in the background of iconic Upper Deck Young Guns rookie cards and sending them a giant poster!
Upper Deck also watches how fans engage with each other on the company’s e-Pack platform, especially on the message boards. Great advocates on e-Pack who are very engaged and help others have a good shot at finding a surprise mail day coming their way from Upper Deck.
Collectors love getting a mail day they expect, but when they are surprised with these special packages, they go wild. At Upper Deck we are happy to give back to loyal fans doing good in the hobby. There is one rule with #UDRAK packages: YOU CANNOT ASK FOR THEM FOR YOURSELF. Upper Deck works to identify deserving fans and surprises them from there, but you cannot ask for these special mail days. Look for more to come in the future as we work to remain the collector’s choice.