Unleash the Kraken Giveaway


125-year legacy clothing brand sponsored the Seattle Kraken hockey team with innovative tech.


Maximize email acquisitions and build product affinity and purchase consideration to tap into throughout the 2022 and 2023. Plus, strengthen Filson’s brand position within the Seattle market and solidify the brand partnership with the Kraken.


Filson partnered with SMT to launch a Gamified Giveaway – a smarter sweepstakes that drives instant engagement beyond the email acquisition – and an in-stadium augmented reality instant win, where fans picked up hockey pucks in AR for their chance to win a Filson Beanie.

Winners were sent into the Filson flagship store in Seattle to claim their beanies, driving footfall into local retail. 

The Filson x Kraken activation brought a highly engaging experience to Seattle hockey fans, built brand awareness amongst a net new audience, and drove foot traffic – all in a seamless, gamified experience.