Topps offered up oversized baseball cards at last week's MLB All-Star FanFest to engage mobile users with QR code and near-field communication interactive invitations. Fans were asked to scan the codes or tap for a chance to win boxes of cards, testing whether Topps aficionados are open to new media. "It is important for us to see if he wants to interact with cards in this way," said Topps Marketing Manager Marc Stephens.

Related Summaries