2013 Webby Awards: WWE's Boldest Fan
With the new Frito-Lay snack chip brand Doritos JACKED sponsoring WWE's annual summertime extravaganza WWE SummerSlam pay-per-view event at STAPLES Center and SummerSlam Axxess fan festival in Los Angeles in August 2013, WWE aimed to create a companion experiential marketing initiative involving the 200 million plus members of the WWE Universe on social media, pairing the boldness of flavor of Doritos JACKED to the bold action of WWE with a unique "now or never" experience.
The experience encouraged our fans to ask "one bold question" to WWE Superstars in-person, and offered one select fan the opportunity to prove they were "WWE's Boldest Fan," by immediately flying to SummerSlam and taking a full-body splash in the ring from former WWE World Heavyweight Champion Mark Henry.
PRE-EVENT STRATEGY: 'ONE BOLD QUESTION'
For the first portion of our Doritos JACKED campaign, fans surrounding select TV taping event cities were encouraged to create videos asking "One Bold Question" to any WWE Superstar, to win four tickets to that city's event.
The tickets came with one surprise condition: the fan must ask the question to the Superstar in-person to win the tickets.
This led to run-ins with WWE Superstars and Divas in our backstage areas, which were shared via WWE's YouTube channel, and across WWE's and Doritos' social media channels.
SUMMERSLAM STRATEGY: 'WWE BOLDEST FAN'
The Friday before SummerSlam, WWE held a non-televised Live Event in Portland, Oregon, where Doritios JACKED had a sponsor booth asking fans if they'd "Be Bold" and consider exchanging their tickets for that night's event for WWE SummerSlam tickets -- on the condition that they drop everything, leave immediately for Los Angeles, and take a splash from WWE Superstar Mark Henry.
Many fans refused the offer, but one fan -- Brandon Hendrix of Portland, Ore. -- accepted the deal, and was immediately whisked away to Los Angeles, where, the next day, he was given a guided tour of the WWE SummerSlam Axxess fan festival at L.A. Live, and prepared to take the requisite splash from Henry in the ring.
Watch the highlights of Hendrix's day below...
As part of the prize package, Hendrix and his friends received "better than ringside" seats to WWE SummerSlam Aug. 18 at STAPLES Center, courtesy of Doritos JACKED.
Highlights of Hendrix's encounter with Henry were televised to WWE's worldwide TV audience during the SummerSlam pay-per-view broadcast and on WWE Raw the next night on USA Network.
The "WWE Boldest Fan" campaign was Doritos' biggest experiential marketing campaign to date. The campaign's videos were viewed more than 1.02 million times combined.
“We’ve always been experiential,” said Michelle Wilson, chief marketing officer of WWE, in a Variety interview in July 2013. “That’s the business we’re in, creating experiences and content for our fans. Other brands are starting to realize that and turning to us to elevate their brand.”
“For us, we don’t tend to get excited about traditional sponsorships,” said Jared Drinkwater, senior director of marketing at Frito-Lay, in the Variety interview. “That’s what attracted us to WWE,” adding that it saw the fan event enabled it to produce something that was participatory and leveraged all kinds of digital media with content “people actually want to watch rather than traditional advertising.”
“WWE has the most passionate fans,” said Michael Pine, WWE's global head of sales and partnership marketing. in the Variety interview. "We’re thrilled to reward our fans with bold, once-in-a-lifetime experiences that only the Doritos JACKED brand and WWE could offer.”
WWE, a publicly traded company (NYSE: WWE), is an integrated media organization and recognized leader in global entertainment. The company consists of a portfolio of businesses that create and deliver original content 52 weeks a year to a global audience.
WWE is committed to family friendly entertainment on its television programming, pay-per-view, digital media and publishing platforms. WWE programming is broadcast in more than 150 countries and 30 languages and reaches more than 650 million homes worldwide.
The company is headquartered in Stamford, Conn., with offices in New York, Los Angeles, London, Miami, Mumbai, Shanghai, Singapore, Munich and Tokyo.