AR on ice.


The Opportunity

The Depths is the official fan club of the Seattle Kraken, the NHL’s new expansion team. To help drive club signups and member engagement, the Kraken reached out to The Agency at DCG ONE to imagine and build an augmented reality (AR) experience unlike anything in the league.

The Experience

With our technical partners at Aircards, The Agency team developed a multi-layered AR experience that took fans on an immersive storytelling journey that was inspired by the region’s prideful maritime and sports histories. 

The Agency designers imagined and applied an original design to the entire realm and created original character design to a bearded and burly mariner who acted as host and guide throughout the experience. 

Inside a full 3D digital image of Climate Pledge Arena, home of the Kraken, fans could ride an animated Zamboni machine, and fly over the rink. Members also had access to an interactive face filter that put them between the pipes with a goalie, in a Kraken jersey, or the jersey of one of Seattle’s great hockey teams of the past.

The Results

User interaction nearly doubled in an AR experience.


4.7 interactions per user

Dwell time:

2 min. and 50 seconds

Like to hear more?

We can tell the more about the work we are doing for American Seafood with their advertising, social media, and digital experience. We can even talk about your next project.