Adding digital depths to a fan welcome experience

The Opportunity

Soon after the Seattle Kraken was added as an NHL expansion team, management reached out to DCG ONE to imagine an augmented reality (AR) experience that could help drive signups and engagement among The Depths, their official fan club.

The Insight

New club members were going to be welcomed with a luxurious promo kit created and fulfilled by DCG ONE, including a hat, a patch, and a black light that could reveal the QR code. But we knew that we wanted the AR experience to elevate the moment of unboxing, tying membership to the grand arc of Seattle sports history.

The Solution

With our technical partners at Aircards, DCG ONE designed a multi-layered AR experience that took fans from a boat on a kraken-infested sea to a full digital rendering of Climate Pledge Arena, home of the Kraken team.

Guided by a burly animated mariner, users explored the region’s proud maritime and sports traditions. Fans could ride an animated Zamboni machine, fly over the rink, and even use an interactive face filter to act as the goalie or don a hockey jersey.

The Results

User interaction nearly doubled in an AR experience.

• 2:50
  dwell time
• 4.7
  interactions per user