With WrestleMania 31 set to take place this Sunday at Levi’s Stadium in Santa Clara, California before a global audience of millions on the WWE Network and pay-per-view, the sports entertainment company is stepping up its marketing efforts this week to promote the WWE’s biggest annual event.
Just how big is WrestleMania? Let’s put it this way; WrestleMania 30 generated a record $142.2 million in economic impact alone for the New Orleans region, which hosted the event in 2014.
This year, the stakes are even higher and with WWE’s digital and social media marketing machines firing on all cylinders, we’re seeing the pro wrestling and family entertainment giant getting back to what works really, really well for WWE — marketing that tugs at the heart and inspires the spirit.
As NativeMobile first reported in late 2013, WWE has found great success with marketing its product without making pro wrestling itself the cornerstone of their marketing efforts.
Speaking to heroism and larger-than-life ideals, the WWE has brilliantly marketed itself to the masses as an inspiring institution that stands for more than body slams and chair shots.
To that end, this week NBCUniversal and WWE unveiled what’s being called a comprehensive brand campaign, “For The Hero In All of Us,” that will air across NBCUniversal’s two broadcast networks, 17 cable channels and dozens of other digital properties.
That’s in addition, of course, to all of WWE’s platforms that will also distribute campaign materials and content.
“In conjunction, NBCUniversal and WWE will engage consumers through #MyHeroIs inviting fans to name their favorite WWE Superstars and share personal and inspirational stories of heroism,” a joint press release explains.
So far, WWE’s hero-centric marketing appears to be paying off, as fans are clearly engaging with the effort across the social media landscape.
“Our new campaign illustrates all that is great about the WWE brand from our charismatic and athletic Superstars to our multigenerational and multicultural audience, and our commitment to giving back,” says Michelle Wilson, WWE Chief Revenue and Marketing Officer. “In partnership with NBCUniversal, we now have unprecedented opportunities for advertisers to engage our fans and Superstars while leveraging all of our platforms, including television, live events, digital and social media.”
We’ve said it before and we’ll say it again. There’s no modern case study quite like the example set by World Wrestling Entertainment for other marketing professionals wanting to learn how traditional, digital, and social media marketing should be done to reach, connect, and engage with a niche audience.