Overview
To celebrate International Trading Card Day, Topps launched its second annual cross-country pop-up truck tour to honor the love of trading card collecting nationwide. 5WPR coordinated all logistics for the truck's development and nationwide tour in partnership with event production agency IDEKO. The Topps truck, which was wrapped in more than 11,000 baseball cards, embarked on an 8,000-mile journey reaching eight cities and welcoming fans along the way to celebrate one of America's favorite past times - trading card collecting.
Throughout the tour, fans received free Major League Baseball trading cards and Topps swag giveaways and had the opportunity to create their own trading cards, partake in trivia contests, and trade at the mobile Topps Card Wall. Stops throughout the tour included the Little League World Series in Williamsport, PA, the Field of Dreams Game in Deversville, IA, and a Major League Soccer debut at the league's All-Star Game in Minneapolis, MN. The truck also popped up at stadiums and hobby shops in Kansas City, Boston, Philadelphia, and Cooperstown, NY.
Strategy
To amplify the campaign, 5W launched a national and regional media relations program targeting sports, consumer, lifestyle, and entertainment media to drive awareness of International Trading Card Day and the truck tour stops across the country. 5W connected with media in each local market to attend and cover the activation, driving consumer attention to each truck stop and offering interviews with Topps representatives to speak more about the activations.
Results
As a result, 5W garnered more than 71 media placements across national, regional and social media, totaling over 308.3M+ media impressions in outlets such as The Hollywood Reporter, Action Figure Insider, Philly Voice, FOX Philadelphia, the Kansas City Star and more.
