Upper Deck Launches NHL “Lucky Shot” Campaign

On Monday, Jan. 15, Upper Deck launched its “Lucky Shot” hockey card promotional campaign. The campaign will include an online interactive game and sweepstakes, television support, print advertising and a 29 team in-arena giveaway.

Keeping in tradition with the mega-successful Kids Rewards program, UD will be hosting an animated online game allowing young collectors the chance to score zany animated 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 www.upperdeckkids.com . 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 and clang off the scoreboard.

Approximately one on three shots will score, automatically winning the shooter both a prize – such as boxes of Upper Deck hockey cards, movie gift certificates, Sony PSPs, iPods – and points. Additionally, each shot registered enters the collector for a chance to win the grand prize, a trip to see the NHL’s two best teams face off for the Stanley Cup title. The winner will be chosen on May 10, 2007.

The company will also utilize a print, online and broadcast ad campaign with the “Get More than Lucky” tagline used in similar UD ads for other sports in 2006, highlighting the notion that every card is of value to somebody and they can “get more than lucky” in building their set.

The 15- and 30-second TV ads will be seen on Nickelodeon and Cartoon Network in the U.S. and YTV in Canada and on scoreboards in 29 NHL arenas. Print and online ad buys include NHL.com, NHL in-game programs, SI for Kids and Power Play, an NHL publication for kids.

Along with the TV, print and online media, Upper Deck will be supporting its Lucky Shot campaign at the games as well. Upper Deck will work with NHL teams to give away 10,000 six-card packs at selected games this season.

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