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The Seattle Kraken leveraged the 2026-27 schedule release to introduce Build-A-Pack, a flexible ticket program that allowed fans to select three or more games that fit their schedule, choose their seats, and save up to 32% compared with single-game pricing.
A coordinated campaign across owned, paid, and earned channels built awareness before and throughout launch and gave fans a direct path from schedule discovery to purchase.
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The Kraken began promoting the schedule and ticket-pack offering three days before the Build-A-Pack program went on sale. Early content on social, email sign-ups, ticket-pack education and local media appearances introduced the offer before fans could purchase.
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Build-A-Pack went on sale on July 16 alongside the full schedule release.
Throughout the day, the Kraken promoted the program through email, SMS, app push notifications, web placements, editorial content, organic social, paid social, local news advertising, television, and radio.
This created a connected launch experience across every major fan touchpoint.
The launch generated immediate engagement throughout the purchase journey.
More than 6% of launch-day visitors completed a purchase, supported by a coordinated effort to reach fans when interest was highest.
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