Through Upper Deck’s exclusive partnership with the NHL®, the trading card giant has incredible access to spend time with the newest draft class members during the whirlwind, two-day celebration. Every first-round pick made their way through the Upper Deck area of the Gauntlet after they stepped off stage and met with the media.
There Upper Deck’s photography and talent acquisitions teams worked with them on trying on Draft Day memorabilia, conducting a photo shoot and acquiring a limited amount of autograph content to use in a promotional capacity throughout the course of the year with shops and fans.
Over the course of the 2016-17 NHL® season, Upper Deck’s social team played particular attention to positive advocates on Facebook and Twitter in particular who were fans of certain teams. We kept their information and even though it was incredibly busy, we were able to secure some special video messages to these fans from NHL Draft™ picks as they came through our area.
The next best thing to hearing your name called on Draft Day is hearing your favorite team’s draft pick call your name out on social media!
Back stage, many draft picks enjoyed getting a moment to cross paths in the Upper Deck area to congratulate each other as many have grown up playing together or against each other.
When there was time, it was great to share with Draft picks some of the cards we make as many grew up collecting Upper Deck. Kailer Yamamoto who was drafted by the Edmonton Oilers was thrilled to be gifted with this Leon Draisaitl dual jersey card!
Upper Deck also worked in conjunction with Universal Distribution to conduct a series of Draft parties throughout Canada. Upper Deck created a special second series of Draft cards and fans loved those as well as other promotions shops had for these events.
Upper Deck had some surprise content in these packs that fans will want to be sure to be on the lookout for. There was a short-printed card 00 that features Patrick Kane and Jonathan Toews.
There were also three very short-printed autograph cards of Ryan Nugent-Hopkins (Edmonton Oilers), Max Pacioretty (Montreal Canadiens) and Thomas Chabot (Ottawa Senators).
Meanwhile, at the United Center for the 2017 NHL Draft™, Upper Deck was going all out to provide fans in attendance with a memorable experience. Upper Deck had the Draft packs available there as well which fans really enjoyed. The Baseball Card King was on hand to provide fans plenty of collecting options for new Upper Deck NHL® cards.
The company’s personalized trading card station was a huge hit with fans as they loved getting their very own Upper Deck Draft card made on site.
Upper Deck’s Puck-O promotion was also a huge hit where fans, both young and old alike, could drop a puck down to score a variety of fun prizes.
Collectors on Snapchat could even use a custom filter to make their very own Upper Deck Young Guns rookie cards! Make sure to follow Upper Deck on Snapchat at UpperDeckSports!
Fans were also eager to sign up for Upper Deck e-Pack, the company’s smash hit way for fans to enjoy collecting NHL® cards anywhere, anytime from their computer, tablet or smartphone. Those who did scored an awesome Chicago Blackhawks poster we produced just for the Draft!
On Saturday Upper Deck even had rookie standout Tyler Motte on hand to sign autographs for fans!
We had some blow-up cards produced and strategically surprised the most passionate fans of those teams with them on Day Two of the Draft!
Fans were all smiles after they were able to spend time with Upper Deck on Friday and Saturday of the Draft!
Upper Deck even got the media involved sharing a 2017 Draft pack with each of them as a form or our Random Acts of Kindness program!
Thanks to everyone who made it such a special weekend. Look for Young Guns rookie cards of many of these draft picks in 2017-18 NHL® Upper Deck Series One coming out this November!