Objective: Upper Deck, producer of sports trading cards, launched a new virtual world to appeal to today's kids that might be more steeped in online than the printed-word culture. The company is using an online and traditional media campaign to inform children of the new product. “This is the new generation of sports card collecting,” said Anna Maria Mannino, PR manager for Upper Deck. “We're encouraging real world and digital card collecting.”
Idea: Upper Deck is focusing on a “big online push ...