Panini

Panini America, the leading global publisher of sports and entertainment collectables, was looking for way to launch its interactive trading card game Adrenalyn as part of its exclusive relationship with the National Basketball Association. So Panini dished the ball to CTP to develop a breakthrough strategy that would build awareness for the brand and enable an unprecedented amount of product sampling across the nation. This came in the form of the Adrenalyn Tour, a multi-city tour that included a rock star tour bus featuring four-time NBA Champion Kobe Bryant (Panini’s Global Ambassador) and a basketball court that traveled more than 12,000 miles across the country making stops at the NBA All-Star Game, NCAA Final Four, NBA arenas, retail locations, youth sports organizations and high traffic locations including Times Square, The Naismith Memorial Basketball Hall of Fame, Mall of America and LA Live. The tour introduced basketball fans to Adrenalyn and allowed them to play the game in-person against NBA players and Hall of Famers. Before we knew it, kids across the nation were hooked on Adrenalyn, playing the game online for the chance to play Kobe Bryant one-on-one.

Panini: NFL Rookie Premiere

CTP travelled to LA with Panini America for the NFL Rookie Premiere, where members of the 2010 rookie draft class posed for their first NFL Trading Cards, signed autographs and participated in community outreach events. CTP coordinated a retail event at Walmart featuring 18 NFL Rookies and arranged for a live satellite remote with ESPN to talk to rookies Colt McCoy, Dez Bryant, Gerald McCoy and Eric Berry about getting their first NFL trading card. We also interviewed 35 of the top NFL Rookies for a satellite news feed that generated more than 305 TV segments nationwide and created a viral video that has generated more than 68,000 views, securing coverage on NFL.com, SI.com, The Sporting News, USA Today and popular blogs including Deadspin.com and KissingSuzyKolber.com

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