New Era partnered with Major League Baseball to bring back the #CapsOn campaign in time for opening day, April 3.
The campaign, which plays up team rivalries, last year led to a 154 percent increase in caps sold, with 500,000 social media posts and 250 million video views. Among the teams squaring off are the New York Yankees and Boston Red Sox, the San Francisco Giants and Los Angeles Dodgers, and last year’s World Series finalists, the Cleveland Indians and Chicago Cubs.
“People were really excited about it last year, sharing photos with their friends on social media and celebrating the rite of spring, the baseball season,” Tony DeSimone, baseball category director at New Era, told Adweek. “We’re looking forward to hopefully an even better result this year.”