Best Social Media Campaign: WWE WrestleMania 30

2014 OMMA Awards: Social Campaign: WWE WrestleMania 30

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OUR CHALLENGE

Each year, WWE WrestleMania descends on its host city bringing hundreds of thousands from the WWE Universe to celebrate the biggest event of the year, available worldwide on pay-per-view and, for the first time ever, on WWE Network, the over-the-top digital network.
 
The goal of WWE’s social campaign and coverage around WrestleMania 30, held April 7, 2014 at Mercedes-Benz Superdome in New Orleans. La., was to showcase the culture and energy of the historic city, combined with the passion and entertainment that WWE Superstars, Divas, and our fans showcase.

The WrestleMania 30 campaign has a very early start in November 2013, as the first tickets go on sale to the public. More than $1 million in online pre-sale tickets are sold through WWE's social media channels alone.


More than 70,000 pack the sold-out Mercedes-Benz Superdome for WWE WrestleMania 30.

More than 70,000 pack the sold-out Mercedes-Benz Superdome for WWE WrestleMania 30.

OUR STRATEGY & EXECUTION

In addition to the WWE Social Team’s on-the-ground live-coverage using Twitter, Instagram, Facebook and More of WrestleMania week events around the New Orleans area, WWE rolled out the following digital initiatives to bring our fans closer to the action.

WRESTLEMANIA EXCLUSIVES ON INSTAGRAM

For the first time at WrestleMania, WWE's Social Media Producers provided more than 50 behind-the-scenes photos on the official WWE Instagram channel from WrestleMania Week event. Check out our samples above in our photo carousel.  


WRESTLEMANIA LIVE COVERAGE ON WWE NETWORK 

WWE Network, the first-ever 24/7 streaming network, unveiled its programming lineup for WrestleMania Week, which included the 2014 WWE Hall of Fame Induction Ceremony, Press Conference, Superstars for Kids, an expanded two-hour WrestleMania pre-show and concludes with WrestleMania 30, all live from New Orleans.

All of the live programming on WWE Network included live Twitter ticker displays during the shows, featuring selected tweets from our WWE Universe worldwide using #WrestleMania hashtag. 

Daniel Bryan is ready to realize his dream at WrestleMania 30, as he explains in detail at the WrestleMania 30 Press Conference in New York City. Fans submitted questions live via Twitter with the hashtag #WrestleMania. 

 

WrestleMania Week kicked off with a "purple carpet" party celebrating Superstars for Kids, an auction offering more than 100 once-in-a-lifetime experiences with WWE Superstars, Divas and Legends, celebrities and athletes. Invitees shared their experience with #WMParty on Twitter and Instagram.

Tom Phillips interviews the WWE Superstars and Divas on the red carpet as they arrive at the 2014 WWE Hall of Fame Ceremony during WrestleMania weekend. WWE Universe tweeted their questions to the Superstars using the #WWEHOF hashtag.


WWE announcer Renee Young covers the Social Media Lounge, presenting tweets from the WWE Universe during the WrestleMania 30 Pre-Show, streamed live on numerous social media channels and WWE Network.

WWE announcer Renee Young covers the Social Media Lounge, presenting tweets from the WWE Universe during the WrestleMania 30 Pre-Show, streamed live on numerous social media channels and WWE Network.

WRESTLEMANIA SOCIAL AND DIGITAL INITIATIVES 

WWE also announced its digital and social media initiatives for WrestleMania Week, providing fans with unprecedented access to WWE Superstars and more WWE content than ever before. These included...

WRESTLEMANIA 30 SET REVEAL -- On Friday, April 4, millions of WWE’s social media followers were among the first to see the inside of the Mercedes-Benz Superdome prior to Sunday’s big event. The WrestleMania 30 set in New Orleans debuted on WWE’s official Twitter accounts, @WWE and @WrestleMania on Friday evening with special hosts Triple H and Stephanie McMahon.

WRESTLEMANIA 30 TIME-LAPSED SET BUILD -- In addition to the set reveal, a video showing the time-lapsed process of building the extravagant WrestleMania set was released. 

WORKOUT VIDEOS -- Inside looks at several WWE Superstars' preparations for the biggest matches of their lives. 

WRESTLEMANIA 30 PRE-SHOW EXPANDS TO TWO HOURS -- For the first time, WWE expanded its WrestleMania pre-show to two hours of programming. The first hour simulcast across all WWE platforms, including WWE Network, WWE.com, WWE App, YouTube, Facebook, Twitter, Google+ and Pheed on Sunday, April 6 at 5 pm ET. During the second hour, WWE Tag Team Champions The Usos™ defended their titles in a Fatal 4-Way match against Los Matadores™, Ryback® and Curtis Axel™ and The Real Americans™, seen exclusively on WWE Network.

HIDE-AND-TWEET CONTESTS TO GIVE AWAY LAST-MINUTE TICKETS -- WWE hosted three interactive “Hide and Tweet” contests in New Orleans, giving fans the opportunity to win pairs of tickets to Axxess, WWE Hall of Fame Induction Ceremony and WrestleMania 30. Fans followed @WWE on Twitter to find clues revealing the whereabouts of the tickets. In the end, hundreds of fans participated in finding the secret location of the tickets, and had the chance to meet select WWE Superstars and Divas. 

The WrestleMania Beta App used geo-location and Apple's iBeacon technology to give WrestleMania attendees a whole new experience visiting New Orleans. 

The WrestleMania Beta App used geo-location and Apple's iBeacon technology to give WrestleMania attendees a whole new experience visiting New Orleans. 

WWE APP AND NEW BETA WRESTLEMANIA APP -- The WWE App, which has been downloaded more than 13 million times globally, included a special WrestleMania section with content from previous WrestleMania matches. Additionally, WWE introduced and gathered feedback on a free WrestleMania Beta App. The app was geo-targeted for fans in the New Orleans area and included venue mapping tools and push notifications for exclusive experiences in and around WrestleMania 30. This experimental app will gave fans an opportunity to provide valuable feedback about what WWE can do to make the live event experience even better.

WWE TAKES OVER ‘GO NOLA’ APP -- For the first time, WWE forged a digital partnership with the host city for WrestleMania through ‘GO NOLA’. The New Orleans local city app, available on both iOS and Android, showcased WrestleMania content, a fan guide to New Orleans and directions for all WrestleMania Week events.

WRESTLEMANIA TODAY ON TWITCH -- On Friday, April 4 at 7 pm ET, WWE Network partnered with the world’s leading live video streaming site, Twitch.tv, to co-stream WrestleMania Today. The show was broadcasted live from the floor of WrestleMania Axxess with hosts Booker T®, Josh Mathews™ and Alex Riley™, and feature exclusive Superstar interviews and event coverage. Twitch is the world’s leading online community for gamers, with more than 45 million visitors per month.

WWE SOCIAL MEDIA AMBASSADORS -- WWE enlisted several Hollywood celebrities and professional athletes to serve as official WrestleMania Week social media ambassadors, tweeting from the floors of WrestleMania Axxess, WWE Hall of Fame Induction Ceremony, Superstars for Kids red carpet party, Be a STAR™ anti-bullying rallies, WrestleMania Reading Celebration and WrestleMania 30. Celebrities included Ellen Degeneres, Maroon 5, Conan O’Brien, Drew Brees, Katie Couric, Sarah Silverman, Mike Tyson, Arnold Schwarzenegger, DJ Pauly D, Kevin James, Chelsea Handler, Marlon Wayans, Alice Cooper, Alison Sweeney, Terry Crews, Shawne Merriman, Gabriel Iglesias, Judah Friedlander, Shane West, Chilli and Flo Rida.

The 48 celebrity SMAs produced 92 tweets during WrestleMania to their total combined following of 422 million followers on Twitter. 

OFFICIAL WRESTLEMANIA-WEEK HASHTAGS -- To ensure that the WWE Universe could follow along with all the action and entertainment, WWE promoted a variety of hashtags to be using during WretleMania 30 week:

  • #WRESTLEMANIA – All-purpose WrestleMania-week hashtag
  • #WWENETWORK – WWE Network hashtag, for all broadcasts on Network
  • #AXXESS – WrestleMania Axxess hashtag
  • #WWEHOF – WWE Hall of Fame Induction Ceremony hashtag
  • #STARS4KIDS – Superstars for Kids party hashtag

TWITTER MIRROR -- The newest Twitter device, the Twitter Mirror, was utilized at three of WWE’s premiere events, WrestleMania 30, the WWE Hall of Fame Induction Ceremony and the Superstars for Kids red carpet party. The Twitter Mirror is a tablet programmed for VIP events; celebrities can stand before it, tap the screen, pose, approve the photo and send it out through the event’s Twitter feed. It has been used at some of the entertainment industry’s biggest events, including the Golden Globes, Grammys and Oscars

The Twitter Mirror's tweets generated more than 7,900 engagements, with more than 256 million total potential impressions.

ALL-NEW WRESTLEMANIA.COM --WrestleMania.com featured a sleek new design to enable fans access to key WWE Superstar match-ups and storylines. Fans were able to watch exclusive 60-second videos of every WrestleMania. The site also featured an interactive timeline tracking the history of WrestleMania and a social wall so that fans have the opportunity to share their conversations online.

PODCAST SERIES "30 YEARS OF WRESTLEMANIA" -- WWE.com introduced a new 10-episode podcast series through PodcastOne. The series, hosted by WWE’s Renee Young, explores the history of WrestleMania and features interviews with some of WWE’s legendary Superstars, including Hulk Hogan™, Bret Hart™, Jake “The Snake” Roberts™, Shawn Michaels® and Edge®. The series currently has more than 500,000 downloads.

WRESTLEMANIA ‘PIN IT TO WIN IT’ CONTEST -- WWE fans re-pinned their favorite WrestleMania photos on Pinterest and entered for the chance to win WrestleMania 30 merchandise.


THE RESULTS

WWE Superstar Daniel Bryan won two harrowing matches to claim the WWE World Heavyweight Championship at WrestleMania 30 in New Orleans. 

WWE Superstar Daniel Bryan won two harrowing matches to claim the WWE World Heavyweight Championship at WrestleMania 30 in New Orleans. 

Cesaro defeated 20 other WWE Superstars in the first-ever Andre The Giant Memorial Battle Royal, including the World's Largest Athlete, The Big Show. 

Cesaro defeated 20 other WWE Superstars in the first-ever Andre The Giant Memorial Battle Royal, including the World's Largest Athlete, The Big Show. 

WWE WrestleMania 30 was the most socially active event in WWE history, with more than 1.35 million mentions during the day, and 999,000 during airing from 7-11 PM ET. 

Paul Heyman stood in shock as his client, Brock Lesnar, defeated The Undertaker at WrestleMania 30, ending The Deadman's 21-0 unbeaten Streak at the biggest show of the year. 

Paul Heyman stood in shock as his client, Brock Lesnar, defeated The Undertaker at WrestleMania 30, ending The Deadman's 21-0 unbeaten Streak at the biggest show of the year. 

  • WWE WrestleMania 30 Week had 10.9 million social engagements, up 336% from WrestleMania 29.
  • WrestleMania 30 Week had 7.8 billion potential social impressions, up 86% from WrestleMania 29.
  • WrestleMania produc ed 69 Worldwide Trends on Twitter, seven of which were No. 1 Overall. 

WWE's Top 5 all-time most socially active programs

  1. WrestleMania 30 (April 2014) -- 999,308
  2. WrestleMania 29 (April 2013) -- 931,219
  3. RAW 1,000th Episode (July 23, 2012) -- 601,896
  4. Royal Rumble 2013 (Jan. 2013) -- 452,331
  5. Royal Rumble 2012 (Jan. 2012) -- 398,946

ABOUT WWE

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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.