silver
An integrated media countdown blitz built FOMO for every Seattle Kraken game throughout the marathon-long 82-game season, capturing 67 million views/listens along the way.
Just because you build it, doesn’t mean they’ll come. Or stay.
After three years without championship play, the novelty of the NHL’s (and Seattle’s) newest team - the Seattle Kraken had worn off. Restrictive broadcast rights also made watching the team difficult. Fandom was slipping, and we needed to reignite it, boosting viewership and attendance in a competitive landscape.
When the countdown is on, people pay attention. On every Seattle Kraken gameday, we orchestrated a cross-channel 'Countdown Blitz’ to build energy and engagement. Real-time countdown clocks appeared on the Seattle Times sports section masthead, King5's homepage, dynamic digital transit boards across several Light Rail stations, and hourly live DJ reads on multiple radio stations. This blitz made Kraken Game Days a can’t-miss moment, engaging fans 67 million times across 82 games, with digital placements achieving a click-through rate 3x the industry benchmark.
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