Topps Uses Technology to Reach Out to Fans

topps

Do you remember baseball cards? Many of my friends collected them when younger but as it became overly commercialized with too many companies selling too many versions, so that what was once a childhood rite of passage slowly became an overly complex market that collapsed in on itself.

According to the piece that ran in Bleacher Report a few years ago the market topped out at $1.2 billion in 1991 and then collapsed to its current position of under $300 million. It has been trying to reinvent itself ever since.

Well credit Topps, one of the original powers in this category to adopting new technology to help promote a very non-technology offering, pieces of cardboard with baseball players stats on one side and their picture on the other.

The company has incorporated two short range communications technologies in a display at the 2013 MLB All-Star Fanfest with QR (quick response) codes and NFC (near field communications) incorporated into huge cards of the games All=-Stars that were on display at the event.

The first of the technologies, QR codes, for those of you that do not know are those boxes that look like an overgrown bar code, could be scanned by fans attending the event with mobile devices equipped with a scanner, and in doing so put themselves in the running for prizes such as card sets, Topps’ new Big League Minis and autographed memorabilia. Alternately a fan could use the NFC function of their mobile device, if so equipped.

The interactive effort, spearheaded by partner Scanbuy, is part of a larger effort by the card company to appeal to younger fans that are tech savvy. It will be interesting to see if the company publishes the final results and if we will see a new generation of cards with embedded technology.

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