Sounders FC

The ask:
The Seattle Sounders FC had just won the Western Conference Final and advanced to hosting the largest event in U.S. soccer, the National MLS cup. Our job was to build fever-pitch excitement for the match through-out the city and ensure all eyes were on this unmissable moment, as well as sell out a 68,000-seat stadium in just 4 weeks.

The solution:
We created a multifaceted experiential campaign designed to fuel a mantra for fan excitement and anticipation across the region. The campaign included a range of activations, from video content and environmental design to shareable grassroots and experiential tactics—both in the stadium and around the city. At the core of the campaign was our tagline: “This. Is. It.” A drum-beat refrain big and bold enough to span all creative executions and fire up each moment that makes up a match of this magnitude. The results, CenturyLink Field had the largest attendance for any sporting event in Seattle history and the pre-game March to the Match drew an estimated 25,000 fans, with over 6,000 attending the viewing party. Best part – the Sounders won the MLS cup.

Agency:
Tether