WWE takes its broadcasts to another level with its use of integrated marketing communications, keeping fans, aka the WWE Universe, engaged with its brand across several platforms.
Of course, WWE’s online presence begins with its website, which gets 13.1 million unique monthly visitors worldwide, according to corporate stats. In addition to the main WWE Facebook and Twitter pages, pretty much all of the WWE Superstars and Divas have their own accounts. Social media complements WWE broadcasts, as WWE-related Twitter trending topics are often shown at the bottom of the screen during “Monday Night RAW,” (example with Dwayne “The Rock” Johnson from a March “Raw” episode shown below. Click on the picture to watch the full video.) and Pay-Per-View events.
Fans watching at home can engage socially through WWE Active on the WWE app, getting to vote on things such as which wrestlers will face off in a match. Even when attending a WWE event, fans are encouraged to make their voices heard. I have been to two WWE shows in Jacksonville (neither of which were televised) and fans who sent Tweets using #WWEJacksonville or texted messages or pictures to a specified number got their shout-outs and images shown on the big screen.
Superstars also use Twitter to build anticipation, especially prior to a big match. Fans love to weigh in too. Check out one of the latest Tweets from current WWE Champion Randy Orton (you can click on the pic to see fan responses, but warning, some of them are a little vulgar):
The WWE Universe doesn’t have to wait until “Monday Night Raw,” Wednesday night’s “Main Event,” or “Friday Night Smackdown” air on television to get its fix: Fresh WWE content is ripe for the picking online. Take for example, the WWE Pinterest account: A whole board is devoted to “Total Divas,” a show on the E! Network that features seven of the WWE Divas. Deleted scenes are pinned to the board, as well as screen grabs and quotes from the show.
Behind-the-scenes photos and video galore can be found on the WWE Instagram page. You want to see what happens after a fight? Watch the video below to see the beating Superstar CM Punk’s back took after a match two weeks ago:
There’s also lots more watchable content: a YouTube channel with highlight videos so you can catch what you missed on “Raw” or “Smackdown” and two original shows on HuluPlus, “WWE Superstars” and “WWE NXT,” which features wrestlers in the WWE’s developmental program.
The efforts of WWE’s social team are paying off: According to Mashable, SummerSlam, the most recent Pay-Per-View program, “generated more than 664,000 social media posts” on the day of the program and in the week leading up to the event. Also, Mashable reports, “digital pay-per-view buys were up 203% over last year's.”
On a weekly basis, according to its Shorty Awards submission, WWE gets 1.3 million social mentions and has more than 97 million fans on all of its Facebook pages combined. But the social team’s main focus is the WWE Universe.
“While we are incredibly proud of our past accomplishments,” the Shorty Awards submission said, “we are always looking for new and exciting ways to engage our most important constituency, the WWE Universe.”
Interesting stuff! Think about also in the arena - does the branding carry through? Perhaps on media screens, logos on merchandise... What about WWE magazine? It all ties together!
ReplyDeleteIt certainly does Jaclyn! Throughout arenas across the country, people are coming in wearing WWE merchandise from their favorite wrestler. They can also buy it there if they don't have it already. At the concession stands, they can get soda in WWE cups. I really could have gone on ad nauseam about all of the WWE's IMC! Thanks for the comment.
ReplyDeleteI am behind the curve, but realized we both chose WWE. I am something of a superfan, so I couldn't pass up the opporunity to write about my geek interest for school! I made sure to attack it from a different angle so as to not steal your thunder, and I referenced back to this page for ya!
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