Yokohama Drives Pikes Peak

Art Direction, Digital Marketing, Social

The Pikes Peak International Hill Climb, also known as The Race to the Clouds, is an annual automobile and motorcycle hillclimb to the summit of Pikes Peak in Colorado Springs, USA.

Yokohama partnered with Porsche to create a one of a kind experience that tapped into the history of PPIHC and the two iconic brands.

The social media content marketing strategy included a series of social media posts for Facebook, Twitter, & Instagram. The content leveraged the history of Pikes Peak along with Yokohama’s involvement.

The content utilized the opportunity to give further information about the track as well as the AO52 spec tire, and the importance of the brand new Porsche GT4 class at PPIHC.

We gave away free Yokohama branded 3D goggles to the first 250 people to stop by the booth. Among receiving the goggles, fans could go onto youtube and watch the entire race from the drivers perspective.

The activation strategy included real car photo ops and a VR experience for viewers to immerse themselves into the race with our Yokohama driver, Travis Pastrana.