Just because you build it, doesn’t mean they’ll come. Or stay. After three years and no championship play, Seattle Kraken season ticket holders were declining their renewals. In addition, the previous restrictive broadcast rights didn’t make watching the Kraken an easy behavior to adopt. We had to reignite fandom - driving viewership and ensuring sell-out crowds in a competitive landscape.
That starts with the NHL home opener - which was inconveniently scheduled for a Tuesday afternoon at 1:30pm. This was far from ideal for the Kraken, and we needed to make lemonade out of lemons to ensure the season kicked off on an upswing.
A Tuesday mid-day in October means people are at work, kids are at school and few are thinking about attending sporting events. But doesn’t everyone think about playing hooky for something fun every now and then?
We could give them their excuse. Literally.
A print ad (also distributed digitally) offered a “doctor’s note” to all Seattleites from Buoy, the Seattle Kraken’s brash and cheeky mascot, excusing them from their previously scheduled commitments.
Influencers rallied crowds to play hooky alongside them.
And digital reinforced the reminder.
This effort garnered over 5 million impressions, 150,000 engagements, and a storyline on ESPN. Importantly, it delivered a sold-out crowd and a kick-off to the season that ignited needed momentum around the franchise.
