The Challenge

Greta Van Fleet, known for honoring classic rock tradition while pushing the genre forward, sought a new way to engage fans across generations. They wanted a physical product that captured the spirit of rock collectibles — something tangible, meaningful, and reflective of their brand — while also embracing innovation for a younger, digitally-native audience.

The Solution

ATC partnered with Greta Van Fleet to launch a limited-edition trading card campaign. Each pack included beautifully designed cards inspired by the band's music, lyrics, and visual world — creating a collectible experience that merged rock nostalgia with modern fan culture.

The initiative included:

• 1,650 exclusive trading card packs available to fans globally
• Artwork and designs deeply rooted in GVF's classic rock aesthetic
• A physical-digital bridge, bringing a timeless tradition into a new era
• A built-in collector's chase, encouraging fans to collect and share their cards

By blending tangible artistry with fan-driven excitement, the campaign honored rock history while feeling fresh for the next generation.

The Implementation

The rollout was strategically timed with Greta Van Fleet's ongoing album cycle and tour moments:

Each card pack became a conversation starter across generations — linking longtime rock lovers with new fans discovering Greta's music for the first time.

The Results

The campaign resulted in 1,650+ card packs sold globally, high engagement and social amplification among core and casual fans, and strengthened Greta Van Fleet's positioning as a band honoring rock tradition while innovating for the future.

Key Learnings

• Fans crave physical experiences that feel authentic to an artist's brand
• Blending nostalgia with modern engagement tactics drives deeper loyalty
• Limited-edition, collectible campaigns create emotional connections that outlast a single album cycle
• The future of music merch isn't just about selling — it's about storytelling, collecting, and community building