Social Media World Heavyweight Champion is WWE
It’s official and like a bad comedy promoter the actual COO of WWE has crowned himself the Headline act. Yes, entering number 30, Triple H cleared the ring and won the 2016 Royal Rumble and in doing so kicked of the ‘Road to WrestleMania’. I know what you’re thinking, why would I care about such a childish form of entertainment? Well, bar the fact that at 27 I’m still a huge fan and avid watcher of WWE, I’ve taken a days holiday so I can stay up and watch WrestleMania, I honestly believe that they are about to, and have been doing so for some time, change the game when it comes to how brands use social media and digital platforms. So even if you’re not interested in what you may see as grown men and women getting sweaty and pretending to fight, maybe there is still something you can learn from WWE, especially over the next 3 months.
For those that aren't aware, WrestleMania is the Super Bowl of wrestling, and potentially bigger based on global viewing. It’s a four hour extravaganza that features the biggest names in WWE, celebrities and so much more. However even with its existing size, the use of social media and digital platforms are key to the events success. Social media plays a massive role in driving engagement and building anticipation. WWE have never been shy to try new things. At one point they were even using TOUT. I know right ….. however from suggested hashtags during live shows, to Superstars announcing events via their personal social channels, it seems clear that WWE has all angles covered. It was only a few weeks ago, prior to his recent Raw appearance, that the ‘Great One’ himself, Dwayne ‘The Rock’ Johnson announced to the world that he will be attending WrestleMania this year.
therockIT'S OFFICIAL: People's Champ is coming home to do 3 things with THE PEOPLE: Set an ALL-TIME attendance record, ELECTRIFY Dallas like never before & make all time #WRESTLEMANIA history. And we have FUN. Ok that's four things but you know what the hell The Rock's sayin'.. ??. THANK YOU #WWEUniverse! It's always an honor coming home and I wouldn't miss it for the world. #PeoplesChamp4L #MakingElectrifyingHistory #SmackethLaidDownOnThyCandyAsses ??????
The key point here is that in an age were every brand and brand talent is exposed, you need to be on top of controlling how they and your brand engage with your audience. As an individual, Dwayne Johnson is undoubtedly one of the most identifiably and profitable people in the world. More importantly to WWE, they had a hand in making him, which makes him a major asset to their business. With a social following of over 104million people (Facebook, Twitter, Instagram), The Rock almost triples the reach of the WWE’s fan base on the same sites. To a non-wrestling fan The Rock is someone you are happy to identify with, without the fear of being associated with the WWE. For the WWE, this is a match (excuse the pun) made in heaven as he brings in a new audience to their main event of the year and the product in general. So why not leverage that!
The last three years has not only seen the WWE invest in social media, but digital also. The award winning WWE Network has changed the way fans engage with the product .... all for only ￡9.99 p/m. Unlike wrestling products of the past, WWE have been happy to, and have very successfully broken the forth wall, whilst keeping the products on screen realism alive. Beyond that it’s opened the door the an unlimited stream of old and more importantly, original content. The new content has given the brand a new lease of life allowing fans to get a closer look behind the curtain and build a greater connection to the talent themselves.
For your brand, I’d advise you take a long look at how they’ve changed their business through social and digital. I’m not suggesting you start your own network, merely begin to think beyond the face value of your brand. When it comes to social you need to be alive at all times. You need to create a platform for you audience to talk about you and you need to use your ‘influencers’ and/or assets to maximise your reach. When it comes to content, it’s all about access. The WWE is proof that you can let people inside the business and if done well, it will always offer a high value return. Opening your doors also allows you to think outside of the main product you're offering. I often find myself watching content on the WWE Network that features no wrestling at all, but provides entertainment in line with the brand values as a whole.
I’d recommend, fan or not to keep your eyes on the WWE for the next few months. Much like the Super Bowl and the adverts and surrounding content, WrestleMania delivers its own share of media buy in. The main difference being that the WWE controls a lot more of that space, enabling them to drive people directly back to the main product.
N.B - WrestleMania 32, Sunday 3rd April 2016 - Dallas TX.