Case Study: Yanmar boosts global anime brand activation with btrax

Yanmar draws 200+ visitors to Anime Expo panel with btrax

Yanmar, an industrial equipment manufacturer, faced the challenge of establishing its brand presence and recognition at Anime Expo 2023, the largest anime event in North America. The company needed to analyze American anime fan preferences and coordinate all aspects of its participation, from booth design to promotional strategies, to ensure its original anime project gained significant attention. btrax was enlisted to help overcome these challenges.

btrax developed a comprehensive plan for Yanmar's participation, which included creating key visuals and a concept video with an artist, designing an engaging booth featuring a giant robot statue, and organizing a panel discussion. The vendor also executed online promotion through a dedicated landing page and social media accounts. As a result of btrax's efforts, the panel discussion was attended by over 200 visitors and the overall activation successfully created a foothold for engaging anime fans globally.

Yanmar