iThinkMedia and WWE take the Tag Team Championship at WrestleMania
WWE Wrestlemania is the biggest sports entertainment event in the world and is now in its 32 year. This global event is broadcast in over 135 countries, and in the UK on SKY SPORTS BOX OFFICE.
Being a yearly event the challenge was to avoid the ‘not just another’ event mentality and guarantee engagement with current fans whilst also raising awareness to maximize Sky’s Box Office buys and driving web traffic. The UK was primary focus with Italy, Germany and France also featuring in the execution.
From research we identified storyline awareness and engagement leads to higher buys. This could only be achieved by using ALL digital channels with careful planning. We translated and adapted all video and display assets for use across EMEA, for all devices, for social, youtube, display (premium & programmatic) and PPC channels.
Weighting was biased towards innovative and engaging social advertising campaigns to ensure the vibrant WWE social universe was engaged in the storyline leading up to the event. Careful and exact planning by time across the devices and channels was key to reinforce the local call to actions with TV and radio ad schedules also obtained so mobile & tablet activity could be up weighted.
WrestleMania31 messaging was deemed to be ‘everywhere’ by WWE fans online, and this drove 150k incremental traffic to wwe.com with PPV buys for WrestleMania 31 far exceeding both SKY’s and WWE’s expectations improving 35% year on year.
increase in online sales YoY
increase of Twitter followers
The planning, targeting and execution were exemplary, with top results to boot! Happy SKY, Happy WWE.
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