Case Study / Topps

OVERVIEW

The Topps Company is best known as a leading producer of sports and non-sports themed trading cards. In honor of Dr. Anthony Fauci officially kicking off the 2020 MLB season by throwing out the first pitch at the Washington Nationals vs. New York Yankees Game, Topps created an exclusive, limited edition trading card commemorating the historic opening day event. The card was sold for only 24-hours as part of the Topps NOW Collection, a product that allows fans to celebrate the greatest moments in sports and entertainment as they happen.


PRACTICE AREAS
Consumer Sports
Topps
STRATEGY

5W conducted media outreach to key outlets and journalists ahead of the card's official release, creating a high level of buzz and anticipation on social media. This outreach was followed by an immediate groundswell of coverage and as the card went on sale, it quickly went viral and drove hundreds of placements across the country within 24 hours.

Topps
Topps
RESULTS

Because of the widespread media coverage, Topps sold a record-breaking 51,512 cards in under 24 hours, the most in the company's history. This created a second wave of coverage highlighting the record-breaking sale.

Total Media Impressions: 1.9+ Billion

Total Number of Placements: 1,996

Placements Include:

  • The Today Show
  • The New York Times
  • ESPN
  • CNN
  • Bleacher Report
  • People Magazine
  • The Tonight Show Starring Jimmy Fallon
  • Fox News Fox & Friends
  • TMZ Sports
  • And many more

51k+

Cards sold in 24 hours.

1.9b

Media impressions.

1,996

Media placements.

Agency of the year
PR News
PRN Platinum
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