One of America’s classic brands Topps trading cards, was celebrating their 60th Anniversary – their Diamond Anniversary. They wanted to celebrate big, but they needed a program that captured new consumers as well as heritage collectors. Additionally, they needed to bring trading into the digital age and lessen their dependence on practical “rare” cards. We created a partnership with Blue Nile diamonds, allowing one lucky winner to win a “his” and “hers” diamond ring set. We then built a proprietary digital platform that allowed enthusiasts to dig, trade, collect and redeem digital world series rings. And so it was that woman were now urging their men to collect more baseball cards. This ground-breaking digital program is now an ownable annuity for Topps – with them repurposing it for their other sports franchises.