Upper Deck hit the streets–and got a brief Today Show cameo–to pump up its Yankee Stadium Legacy Collection.
The Upper Deck Company staged a day-long promotion in New York City’s Times Square on Thursday in which it employed a professional street team to give away cello-wrapped packs of special "Yankee Stadium Legacy Collection" insert cards.
The campaign was actually a precursor to a giveaway at Yankee Stadium on Saturday in which Upper Deck will be giving away upwards of 60,000 eight-card Yankee Stadium Legacy Collection promo packs to anyone who attends the Bronx Bombers 1:05 p.m. home game against the Seattle Mariners.
All of the street team members were decked out in Yankees home pinstriped tops and Upper Deck baseball caps and even a guy dressed in a (sort of) Babe Ruth uniform was utilized.
"It was a well-orchestrated effort from top to bottom," said Terry Melia, Upper Deck’s public relations manager. "The street team handed out 20,000 Yankee Stadium Legacy cello-wrapped packs that included a special info card in every pack announcing Upper Deck’s year-long Yankee Stadium Legacy program."
The guy dressed up in Yankee gear –who goes by the name of Kevin Tracey– snuck on camera during The Today Show. Dressed in a no. 3 Yankee uniform, "The Babe" could be seen hoisting a large Yankee Stadium Legacy poster for the television cameras as they panned the exuberant crowd just outside the Today Show studios at Rockefeller Plaza.
Consumers can register the codes on the back of the Yankee Stadium
Legacy cards to be entered into a sweepstakes for a chance to win prizes. Some of those include a trip for two to this year’s MLB All-Star Game; trips to the last regular-season game in 2008 at Yankee Stadium; and trips to the first 2009 regular-season game held at the new Yankee Stadium.
The website includes a card management system that allows collectors to track their progress on completing the set, as well as message boards where
collectors can share their personal Yankee stories with fellow YSL
card-collecting enthusiasts. The site also includes the comprehensive
YSL Checklist, which shows all 6,661 game cards within the set as well
as seven "special moments" cards from Yankee Stadium that Upper Deck has
Yankee Stadium Legacy cards for sale on eBay