Monday, December 08, 2008

Wrigley's Promo Drives NBA Fans To Track Stats

I'm not usually a sucker for the last second impulse buy in the grocery store checkout line, but Wrigley found a way to tap into my subconscious.The Doublemint pack caught my eye and I put it at the top of my pile.

I paid the cashier then grabbed a few pieces on the way to my car, but it wasn't until further inspection that I realized why I was drawn to Wrigley's new design. Its new package resembles the cases that trading cards are sold in, including the NBA trading cards that I bought by the bulk when I was in middle school.

The similarity isn't a coincidence, it's part of Wrigley's  NBA promo "Leaders of the Pack". 
In each pack, there's a player designated by a code, which you can enter at wrigleyhoops.com., where stats are kept on leading points, rebounds and other categories. Your goal is to build a team of all-stars, because at end of the regular season, Wrigley will choose a winner to send to the NBA finals.Of course,the process of compiling your own version "Dream Team"  will require you to buy more packs. (Sound familiar?)

Ultimately, the incentive is different than my failed "long-term investment plan" that led me to rip open packs in pursuit of the hottest Shaq or Jordan card on the market.Times have changed. Kobe Bryant and Dwight Howard have replaced Jordan and Shaq, and today's youth want an easier way to track their favorite players compared to what we used in the 80s and 90s. (daily box scores and price guides in Beckett magazine.) The NBA and Wrigley want to spark fan interest in star players, similar to the model of success set by fantasy football.

The only notable flaw I see in the promo is its age limit. You must be 13 or older to participate, and that leaves out a significant chunk of young collectors. I must admit, my days as a collector ended around age 13.  In fact, once I was done with my new pack of Wrigley, I didn't bother with registering my code online. Next time I' finish a pack, I might just pass it down to my 14-year old nephew, who just started his first season playing the sport.

Posted By Matt O'Hern at 12:10 PM
Permanent Link: Wrigley's Promo Drives NBA Fans To Track Stats | Comments (0)

Post a Comment