The fastest sellout in pro sports history.
Creative Services
Branding & Advertising
Paid Media
Public Relations
When the product doesn't exist yet, anticipation can become the product.
To help demonstrate Seattle's demand for an NHL franchise, GreenRubino needed to generate season-ticket commitments for a team that had noname, brand, or players and wouldn't take the ice for three years. An integrated campaign across public relations, digital, social, television, radio, outdoor, and web turned anticipation into action, helping Seattle demonstrate the depth of its hockey fan base.
The Challenge
Seattle wanted an NHL team. First, it had to prove Seattle wanted an NHL team.
The challenge: sell 10,000 season tickets faster than the Vegas Golden Knights had done it—six months.
For a team with no name, no brand, and no players. And that wouldn’t take the ice for another three years.
The Strategy
We couldn’t sell the team yet. So we sold the chance to be there from the beginning.
Everything we did was designed to build anticipation, turn curiosity into commitment, and give Seattle hockey fans a reason to raise their hands before there was even a team to cheer for.
The Solution
We built a website that counted down to the moment season tickets became available and made sure it could handle what happened next.
Then we built anticipation across PR, digital, social, TV, radio, outdoor and more, generating 500 million media impressions before the first puck ever dropped.
Six months would have been good. It took 12 minutes.
- 10,000 season tickets sold in 12 minutes
- 500M media impressions
- 500K social impressions
- 25,000 season tickets sold within one hour
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
