Indiantelevision.com Team

(7 March 2007 6:00 pm)

MUMBAI: World Wrestling Entertainment (WWE) is mounting what it says is its biggest-ever promotional campaign in the US.

The aim is to help affiliates and business partners make the most of pay-per-view’s perennial live event champion, WrestleMania. Promotion on WWE’s television, live event and broadband platforms, as well as national and local media buys, include print, television, radio, cinema, and out-of-home ad campaigns for WrestleMania 23 is valued at more than $70 million.

In India WWE action airs on Ten Sports.

Rockford-Montgomery Labs, a pharmaceutical manufacturing and distribution company, and its 360 OTC pain reliever brand is this year’s presenting sponsor of WrestleMania, and the Official Pain Relief of WrestleMania 23.

WWE executive VP, marketing Kurt Schneider says, "WWE defines pop culture worldwide. We are a leader in entertaining millions of fans globally through prime time cable and broadcast television, live events, home video, merchandising, licensing, publishing, video on demand and mobile content.

“With WrestleMania 23, we’re marshalling all our media resources, and those of our marketing partners, to make this year’s WrestleMania a ‘must see’ event and another record-setter for the pay-per-view industry.”

The multi-million dollar build up to WrestleMania 23 includes on-air promotion on USA Network, The CW, Sci Fi Channel and Telemundo. In March with The CW, WWE is executing a month-long tune-in campaign with more than 60 affiliates where ticket and trip giveways will generate more than $400,000 in incremental media support.

In addition, WWE will support its pay-per-view blockbuster with a consumer campaign that blends television, cinema, online, print, radio, and high impact outdoor advertising in six major markets, including a 112-foot by 169-foot wall unit in Dallas.

Cable affiliates across the US are running WrestleMania 23 branded cross channel TV spots on Comedy Central, Cartoon Network’s Adult Swim, VH-1, A&E, Discovery Channel, ESPN2, and others. Cable affiliates also are supporting the pay-per-view event by deploying more than 1.25 million direct mail promotional pieces, free on demand content, broadband content, radio, web and other ancillary marketing tactics. WWE’s subscription video on demand service, WWE 24/7 On Demand, will offer special WrestleMania content in March.

Full page ads will be placed in Entertainment Weekly and ESPN: The Magazine. Special cover wraps and ads will take over leading major market news dailies. Extensive campaigns with national network and Sirius Satellite radio will complement local English and Hispanic radio campaigns. In addition, more than 1,200 radio stations nationally will receive “dj chatter packages,” including life-sized WWE Superstar cut-outs, a DVD of WWE sound bytes, trivia and more to generate buzz-building banter. WrestleMania branded spots will also be seen in more than 1,000 movie theaters.

As always, there is a host of guerilla tactics, such as extensive billboard signage, more than 100,000 branded WrestleMania 23 pizza boxes in several cities and a branded Armored Truck that will canvas New York City. This year, WWE is also amping up its viral buzz campaign through partnerships with MySpace and YouTube and banner advertising on key men’s lifestyle, sports and gaming sites. A two-month viral E-Marketing effort is also planned, and more than one million consumers will receive recorded calls from WWE Superstars and Vince McMahon in the three days leading up to the event to drive last-minute sales.

Wal-Mart, F.Y.E, Game Stop, Steve and Barry’s and AAFES (Army Air Force Exchange Service) are among the retail partners who will generate presence for WrestleMania 23 in more than 10,000 outlets across the US.

WWE is getting its passionate fans directly involved in the hair-hype over the “Battle of the Billionaires” match between Donald Trump and Vince McMahon. In eight markets, WWE is working with local radio stations asking fans to literally become walking billboards to promote the biggest event in sports entertainment: Selected fans will get paid to shave “WM23 April 1” into their hair.

WWE’s Fan Axxess Tour is already building buzz by visiting shopping malls and sporting events in 13 cities through 27 March. The 4,000 square foot interactive experience will reach more than 200,000 people through the April 1 event, generating more than $1.5 million in incremental media. Affiliates of The CW, as well as cable affiliates of Comcast, Time Warner and Charter Communications, are supporting the Fan Axxess Tour via cross-channel spots, e-blasts, web and cable guide tags.

WWE.com is offering a full slate of WrestleMania 23 original programming, including a live webcast from the WWE Hall of Fame induction ceremonies, as well as a live pre-show on WrestleMania Sunday. WWE Mobile will also provide unique video, voice tones and wallpapers produced exclusively for WrestleMania 23.

WWE Home Video is supporting the event with the DVD release of WrestleMania III: The Championship Edition. This is a digital re-mastering of the legendary 20-year-old event at the Pontiac Silverdome that arguably set the world indoor attendance record. The 2-disc DVD features extra matches and interactive content, and includes a bonus “WrestleMania Classics The Music” CD, featuring seven classic Superstar entrance themes available at Wal-Mart.