he Seattle Kraken are a professional ice hockey team based in Seattle, who play their home games at Climate Pledge Arena. The Kraken compete in the National Hockey League (NHL) as a member of the Pacific Division in the Western Conference and began play during the league's 2021–22 season. To celebrate joining the NHL, the Seattle Kraken with the help of WebAR agency Aircards, developed a multi-layered WebXR experience that took fans on a rich immersive storytelling journey. It featured a full 3D digital twin of Climate Pledge Arena, an animated Zamboni and an interactive face filter experience that takes you between the pipes with the Goalie.
Once the experience has been activated, the user is immersed in a virtual world. The user is standing on a wooden paddle boat in the middle of the sea and met by a burly sailor donned in knee high green wellies and a Seattle Kraken jersey with matching nautical tattoos.
The user is instructed to drop the glowing anchor floating by the side of the boat. The user is dragged underwater, passing ferocious sharks. Once landed on the seafloor which features the Seattle Kraken logo a text bar appears stating “The mysterious seal is reacting to your landing”. As the user walks forward they are transported to a fully immersive 3D model of the Climate Pledge Arena.
A box appears stating: “Welcome to the Climate Pledge Arena! Apologies for the sharks at the entrance - only our elite members are allowed. Be the first to take a look around!”. The user must tap ‘Explore' where they are met by the driver on the ice resurfacer where they’re asked to hop aboard! The user sits next to the driver and is chauffeured around the rink to take in the full view of the impressive 3D environment.
The user is asked if they want to take a photo with the goalie, where the front facing camera is triggered the user is donned in full Seattle Kraken kit including helmet. Opinions appear to give users the chance to wear jerseys from the past to present, snapping a selfie as they go.
Users are able to view the Climate Pledge Arena from the rink or from overhead, and move around to explore it fully. Seattle leveraged this amazing narrative-driven WebXR experience to enable meaningful brand engagement with their audience.
Aircards, the Web XR Agency, is one of the market-leading providers of Web-based Augmented Reality experiences and one of the few select 8th Wall Premier Partners. Their impressive work includes high-profile launches with Verizon, Kinder, Unilever, Dell Technologies, AB InBev and Hewlett Packard Enterprise.