The Situation

The work management software company, Smartsheet, wanted to turn their Seattle Kraken sponsorship into an opportunity to emphasize the brand’s promise of helping teams work together seamlessly to achieve the extraordinary. We decided to bring that promise to life by helping fans team up to do exactly what they came to do – GET LOUD.

The Solution

Working closely with the Kraken and the NHL we developed Peak Fandom – an in-game activation that turned row-mates into teammates. During a TV timeout fans were prompted to scan a QR code that appeared next to a countdown timer on the arena jumbotrons. After scanning, they were asked to enter their section and row number. This turned each row, in each section, into its own team – Row-mates became teammates.

While that was happening, our proprietary sound algorithm transformed each fan’s phone into their own personal noise meter.

When the time came, fans let loose with 10 seconds of pure arena-shaking magic. As the dust settled, realtime data analysis identified the team (section and row) with the loudest average and they were awarded authentic “Peak Fan” Kraken jerseys - A badge of honor for fans operating at their peak.