Piotr Jakubowski – Mind over Marketing


Topps – Introducing 3-D Baseball Cards
April 3, 2009, 10:00 am
Filed under: advertising, marketing | Tags: , , , ,

Most young men (sorry ladies) remember the days when they’d take their saved up money, go to the store and buy the next pack of trading cards. Topps has been around since the end of the 19th century, and in 1951 created the first series of baseball trading cards. These cards captured the hearts and minds of children everywhere, and would become the staple of a $1 billion a year industry it shared with other companies like Fleer.

With the rise of technology and attention spans waning, the industry took a massive hit, it’s revenue whittled down to about $200 million a year. In an unprecedented move, Topps embraced tcchnology and developed a new set of cards that incorporated Augmented Reality into its repertoire.

Augmented reality, brought to Topps by a French company called Total Immersion, utilizes the card, a webcam and specialized software to reveal a 3-dimensional image on the computer’s screen. This revolutionary technology brings a new era of interactivity to collectibles. Utilizing the program on screen, the consumer can control the player – playing a series of pitching, batting and catching mini-games.

Though not the first company to utilize the technology, Topps effectively defies the decreasing interest in the industry. Embracing technology, it takes the trading card out of the shoebox and onto the screen. Definitely makes me want to go out and buy a pack.

Check out more at Topps Town.

Advertisements

2 Comments so far
Leave a comment

Augmented Reality is a great new trend. Their has been a resurgence of 3D media in 2009, and AR is the most original use I have seen is a while.

Comment by PatO

Augmented Reality is a great new trend. There has been a resurgence of 3D media in 2009, and AR is the most original use I have seen in a while.

Comment by PatO




Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s



%d bloggers like this: