We have to take our hats off to Yokohama tyres for its latest campaign to raise brand awareness by setting a new world record.
The tyres manufacturer teamed up with the Los Angeles Angels baseball team, which it sponsors, and invited fans to don a Yokohama-branded black cowboy hats during a recent game against the Texas Rangers.
During the fifth inning, 39,013 fans made history as the “largest gathering of people wearing cowboy hats,” which kicked the old Guinness Book of World Records number of 500 totally out of the park.
Shawn Denlein, YTC director of sales, Consumer Products, said: “Fun promotions like this are one of the reasons we are involved in sports marketing.
“They create excitement with fans while helping drive consumer traffic to our dealers.”
Yokohama’s sponsorship agreement includes a combination of signage in centerfield, behind home plate and on the first and third base lines; pre-game, post-game and in-game spots on the Angels flagship radio station throughout the season; in-stadium displays and in-game announcements on the public address system and LED scoreboard.
Denna Bowman, Head Office