Tip of the Hat Trick

Who needs a new hat? Photo by: Clyde Caplan, www.clydeorama.com

Tip of the Hat Trick

I was at a Caps game recently, and one of the skaters recorded a hat trick. For you non-sports fans out there, this is when a player scores three goals in the same game. A longtime hockey tradition calls for “real” fans to throw their hats onto the ice from the stands. In this instance, the several-minute delay needed to get hundreds of hats off the ice culminated in a terrific display of marketing, consistent with a Ted Leonsis brand. The JumboTron posted the following message – I’m paraphrasing – “Hat Trick Special- All hats 20% in the Caps store after the game!” Talk about capitalizing on the moment, and being in the right place at the right time. Pretty remarkable!



  1. by Ian Altman on January 31, 2012 at 10:08 pm

    Brilliant move! That’s why Ted is Ted (and Dan is Dan). Everyday you can find an excuse to do something remarkable for your clients.

  2. by Derek on February 2, 2012 at 12:42 am

    Thanks Ian- completely agree! I’m sure the Redskins would have just ran an ad from one of their paid sponsors about something completely unrelated.

  3. by Adam Bartholomew on February 2, 2012 at 1:22 am

    Being a big fan of the game I always used to wonder whatever happens to all those hats after a hattrick is scored. In somes arenas they sell them back to fans at a discounted price, donate them to charity, or simply toss’em. But to add to Ian and Derek’s commit, at the Verizon Center they collect the lids and bring them to customer services for people to pick up, which I think really does incapsulate Ted’s spirit of giving it back, while yes the oppurtunity to sell some more hats is a smart one but he seems to get that the fans will always be willing to put in if they feel like they are getting something back.

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