Panini Trading Cards | Drotman Communications

Created and managed the largest and longest-running consumer promotion in the trading card industry from 2000-present
The Player of the Day retail promotion was launched to promote NFL trading cards in 2000 and then also offered for NHL trading card collectors from 2013-15 and then NBA Trading Collectors since 2016. In 2017 the NBA Player of the Day program was expanded to more than 100 hobby shops in China and Taiwan.
The program includes a retail promotion and series of special events hosted at 450-600 hobby shops nationwide, plus a national sweepstakes
The initiative has increase sales of NFL player trading cards, generated excitement for the category, and improved the relationship between the leagues and Panini with the independent hobby shops
Agency creates all promotional material; manages registration and fulfillment, conducts the national sweepstakes, stages player autograph appearances at hobby shops and creates and manages the website
The program was voted by hobby retailers as the industry’s Best Licensor Promotion. In post-event evaluations completed by hobby shops the program received a 95% approval rating in nearly every category
Each year one grand prize winner gets to “spend a day” with a players. Participating players have included: Shaquille O’Neal, Antonio Brown, Patrick Mahomes, Nazir Kadri, Karl-Anthony Towns and many more.