Herald Sun AFL collector cards to create footy spectacle in new campaign via the Hub Group

April 19 2012, 10:31 am | BY Lynchy | 1 Comment

hub3.jpgThe Herald Sun’s Official 2012 AFL Collector Card Series is kicking off this Saturday April 21.

Devoted footy fans can start collecting the full on set of 3D Cards and slamming them into their Footy card album for some real schoolyard cred.

The Hub Group worked closely with the Herald Sun to create a relevant and captivating

campaign that will help cement the Herald Sun’s position as the preferred AFL newspaper and Collector Card Series.

VIEW THE COMMERCIAL HWT103_30B.mov

The campaign, titled “Full On Footy”, is a truly integrated program of TV, outdoor, press and radio. The digital component has been ramped up with a website packed full of interactive footy features, a social media element to round up the footy fans, and new RocketBall game that really brings the cards to life.

The fast-paced footy game transports players to the G where they’re armed with a Sherrin to aim and fire handballs as the cards pop-up and team mascots fly down from the sky. The aim of the game: Get your favourite team to the top of the leaderboard.

Pic1.jpgThe experience at point of sale is just as full on, from the collector card album and cards themselves, to the highly impactful point of sale posters.

Over 19 million collector cards will be distributed over the 19-day promotion, featuring

images of all the game’s top players.

And bragging rights will go to any collector who can bag a Platinum Card – randomly inserted into just seven packs in a Willy Wonka ‘golden ticket’ style promotion.

Each Platinum Card will secure a prize or experience that money just can’t buy, including two Toyota AFL Grand Final tickets; a banner run-through; a signed match ball; a training session and a photo opportunity with your team; Channel 7 commentary box access and four Medallion Club tickets; and a personalised caricature from award-winning artist Mark Knight.

This year the collector card series – an annual hit with school children across Victoria

– will run from Saturday April 21 until Wednesday May 9, with each pack containing 12 cards: including one Mascot card, one Super Star card, one Sharp Shooter card, one Young Gun card and eight common cards.

Herald Sun deputy marketing director Ben Godkin said the demand for this year’s collection was expected to be greater than ever.

Says Godkin: “Each year we have hundreds of calls from kids and parents wanting to know the start date. Last year we introduced 3D cards for the first time and the reader response was really positive. So this year we’ve fine tuned the card format and introduced some

innovative ways for readers to extend their 3D experience into the digital space with

the brand new Rocket Ball game.”

The collection will kick off with a free album this Saturday, followed by a free pack of cards on Sunday, with purchase of the Herald Sun and Sunday Herald Sun.

Thereafter, readers can collect a new pack every day until May 9 for just $2 with purchase of the paper. 3D glasses are available from participating outlets throughout the promotion.

An extensive campaign will roll out across TV, Radio, Outdoor, Press, POS, Online and PR, promoting the card series to the key target audience of Grocery Buyers with children (aged 5-12.