THE CHALLENGE: Secure an NHL franchise for Seattle by selling 10,000 season tickets faster than the Vegas Golden Knights did (six months). And do it for an unnamed, unbranded team that won’t even play for another three years.
THE WORK: We built a website that counted down the days until seats were available and made sure it could handle the traffic. Then we stoked the anticipation with a power play of public relations, digital and social ads, TV and radio spots, outdoor and more, leaving 500 million media impressions.
THE RESULTS: The fastest sellout in pro sports. Ever. The NHL gave us six months to sell 10,000 seats. It took 12 minutes. And within an hour, it climbed to 35,000 (and counting). Seattle’s getting a hockey team in 2021!