Through the Concession Stand, Hit the Referee, Off the Scoreboard...Nothing But Net: Upper Deck Launches NHL 'Lucky Shot' Campaign
Jan 10, 2007

Animated Online Game Giving Kids Chance to Score Wild Goals, Win a Trip to the 2007 Stanley Cup Finals; Print, TV Ads Play Up Year-Long 'Lucky' Storyline

CARLSBAD, Calif. (Jan. 10, 2007) -- A year ago next week, Alexander Ovechkin scored what many consider one of the greatest goals in NHL history. Dragged down by the defender and sliding across the ice on his back, Ovechkin -- still facing the net -- was able to hook the puck with one hand on his stick while slipping it past the goalie. His response: "I was lucky."

Underlining that hockey is sometimes as much about fluke as it is finesse, on Monday, Jan. 15, Upper Deck will launch its Lucky Shot contest, an animated online game allowing young collectors the chance to score out-of-control goals -- winning both instant prizes and the chance to attend the 2006/07 Stanley Cup finals.

To enter, kids can take their newly opened Upper Deck Series I or II NHL hockey cards and punch in the code on the back at At center ice, the registered user will then lower their stick to hit. Based on the code, the puck will take one of several directions, among them: through the concession stand, off a referee, into the locker room, off the scoreboard.

Approximately one in three shots will score, automatically winning the shooter both a prize -- such as iTunes songs, X-Box video games or autographed cards -- and points. The collector with the most goals at the end of the Lucky Shot contest (May 10) will win the grand prize, a trip to see the NHL's two best teams face off for the title.

Supporting its Lucky Shot contest, Upper Deck will work with NHL teams to give away 10,000 six-card packs at selected games this season. The company will also have a cohesive print, online and broadcast ad campaign.

Ad Support for 'Lucky Shot'
"Get More than Lucky" has been Upper Deck's ad tagline in 2006, highlighting the tradition of trading among young collectors, underlining that by being creative, understanding that every card is of value to somebody, they can get more than lucky in building their set.

To help launch its NHL cards and Lucky Shot contest, the company will again use the "Lucky" storyline. According to senior marketing director Kerri Stockholm, the 15- and 30-second NHL "Lucky" broadcast ads will be seen on both Nickelodeon and The Cartoon Network -- as well as on a continuous loop on Upper Deck's Kids Rewards Web site and on 29 of the 30 NHL teams' scoreboard. Print an online ad buys include, NHL in-game programs and Power Play, an NHL publication for kids.

Kids Reward Site: 130,000 Registrants, 15 Million Cards
Speaking to its Kids Rewards site ( -- which is tagged onto the end of each ad -- Stockholm mentioned Upper Deck has registered more than 130,000 kids since the company's youth-specific ads started in April surrounding its MLB product. The "Lucky" campaign continued in October with an NFL theme, brining the total number of card registered on the site to nearly 15 million.

Stockholm made note that Upper Deck's Kids Rewards program is the collectibles industry's first. She continued: "And, based on numbers alone, it's among the most popular youth-specific loyalty program in any consumer product category -- athletic shoe, soft drink, electronic gaming or otherwise."

About the Upper Deck Company
Founded in 1988, The Upper Deck Co. is a premier global sports and entertainment-publishing company that delivers a portfolio of relevant, innovative and multi-dimensional product experiences to collectors, sports and entertainment enthusiasts.


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