Upper Deck’s Random Acts of Kindness program started during the company’s 25^th Anniversary campaign as a way to say thank you to those doing good in the hobby. During that campaign, Upper Deck thanked collectors and sometimes even celebrities with special packages to let them know how much the company appreciated them. The program has helped to change the way collectors engage with each other online. Knowing that Upper Deck is always watching and listening to what is happening online, many collectors are trying to be more helpful and generous on social media platforms and message boards. They are scoring as Upper Deck hears their story and surprises them with an unexpected mail day. If you are doing good out there to encourage the hobby of collecting, there’s a pretty darn good chance Upper Deck will hear your story and you’ll be added to the company’s list of #UDRAK recipients. Just check Twitter for the hashtag #UDRAK to see fans react to receiving these mail days. Since 2014 Upper Deck has brought the program out to trade shows dedicating one day of the show to engage fans in attendance (particularly kids) with a fun scavenger hunt. Our team hides 25 Upper Deck Random Acts of Kindness envelopes around the show floor with a sticker on them that lets them know they are tied to the program. Once a fan finds one (they can only win once), they can bring it to the Upper Deck booth to score a special prize. The real fun comes throughout the day however when fans flock to the booth to get a clue as to the whereabouts of missing envelopes. Watch as these youngsters see a clue revealed at the National Sports Collectors Convention. Look for this program to continue for the foreseeable future as Upper Deck works to give back to those doing good in the industry. Have you scored a #UDRAK mail day yet? If so, share your story in the comment section below!

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