Campaign: WWE.com SummerSlam
Client & Agency: World Wrestling Entertainment, Inc.
WWE SummerSlam is one of four annual pay-per-view wrestling events—among the 14 produced every year by WWE—that stand out for the large size of their broadcast and online audiences. Last year, WWE’s digital media team chose SummerSlam 2008 to receive the first dedicated microsite linked to the company’s PPV events. The aim was to build PPV subscriptions and streaming Web purchases, but it was also to publicize the site’s interactive technology.
Visitors to the site could see video trailers of WWE Superstars and Divas in a blend of sight and audio that kept continuity among WWE’s TV programming, PPV presentations and Web story lines. At the same time, revenue opportunities were created that let advertisers sponsor editorial content on the site, not simply pages or sections.
The SummerSlam 2008 microsite generated the second highest page views for PPV in the company’s history, with more than 3 million over the life of the campaign.
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