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WWE WrestleMania 29
Team members: Perkins Miller - EVP, Digital Media, Jayar Donlan - VP, Social Media, Rob Bernstein - VP & Editorial Director, Digital & Print
About this entry
WWE’s yearly flagship event is WrestleMania, drawing hundreds of thousands of WWE Universe members to the host city as WWE’s year-long storylines culminate at this grand stadium event, watchable worldwide on pay-per-view.
The goal of WWE’s campaign around WrestleMania 29, held April 7, 2013 at MetLife Stadium in East Rutherford, N.J., was to provide our worldwide fan base with more access to WWE Superstars and Divas than ever before through a series of new digital initiatives, as well as wall-to-wall coverage of our “Super Bowl” of sports-entertainment.
The case for why this entry should win a Shorty
In addition to the WWE Social Team’s on-the-ground live-tweeting of WrestleMania week events around the New York City Metro area, WWE rolled out the following digital initiatives to bring our fans closer to the action.
"COMING HOME" CROWDSOURCING PROJECT -- "Coming Home" was WWE's first major WrestleMania crowdsourcing initiative, a poignant video featuring photos sent by thousands of international fans who were encouraged to pose in front of famous landmarks and hold signage displaying their mileage from MetLife Stadium. The photos were woven together to the tune of "Coming Home" by Diddy Dirty Money, an official theme song of WrestleMania 29.
CEO VINCE MCMAHON JOINS TWITTER -- WWE Chairman and CEO Vince McMahon officially joined Twitter (at @VinceMcMahon) six days prior to WrestleMania 29. McMahon rewarded his followers by making a #BigReveal on his account Friday, April 5 – a first-look at the WrestleMania 29 set completely lit at MetLife Stadium. (Video viewed more than 560,000 times)
INTERACTIVE PRESS CONFERENCE -- The WrestleMania 29 press conference at Radio City Music Hall streamed live on YouTube, Facebook and WWE.com on Thursday, April 4. The interactive press conference featured fan questions submitted via Twitter and answered live by WWE Superstars, including John Cena, The Rock, CM Punk and Triple H.
WRESTLEMANIA 29 ONLINE PRE-SHOW AND POST-SHOW – For the first time, WWE hosted a one-hour WrestleMania pre-show prior to the big event. In addition to the simulcasts on YouTube, WWE.com and Facebook, coverage streamed on Yahoo! and AOL for the first time. The online-only broadcast featured a live Twitter ticker and a text-in-to-win campaign that awarded 30 lucky fans with an all-expense paid trip to WrestleMania 30 in New Orleans.
WATCH: Pre-Show: http://www.youtube.com/watch?v=fDjsaolVLSQ
WWE’S SOCIAL MEDIA AMBASSADORS -- A wide-range of digitally savvy celebrities and athletes are served as official WrestleMania Week social media ambassadors, tweeting from WrestleMania Axxess fan fest, WWE Hall of Fame Induction Ceremony, Superstars for Sandy Relief party, Be a STAR anti-bullying rallies, WrestleMania Reading Celebration, WrestleMania Reading Challenge Finals and WrestleMania 29 itself. Celebrities include Charlie Sheen, Jimmy Fallon, Larry King, Seth Green, Perez Hilton, Piers Morgan, Michelle Beadle, Maria Menounos, Mike Tyson, Snooki, Lil Wayne and Jenny McCarthy.
MOBILE FOR THE MASSES AT ‘MANIA – WWE bolstered the amount of mobile bandwidth and access points at MetLife Stadium, ensuring that fans were able to participate in all of the social media initiatives at WrestleMania 29. WWE's efforts included re-positioning Wi-Fi and cell antennas within the stadium, providing 10 times the bandwidth typically available at the stadium, and adding new hardware and a mobile cell station.
SUPERSTARS FOR SANDY RELIEF -- After Hurricane Sandy hit the NY/NJ area, WWE initiated a relief fundraising campaign during WrestleMania Week, with both a charity gala and celebrity online auction through CharityBuzz. With big-name celebrity experiences with names like NYC Mayor Mike Bloomberg, NJ Governor Chris Christie, Sean “Diddy” Combs, Donald Trump, Jimmy Fallon, Conan O'Brien and more, WWE raised more than $800,000 with it's #Stars4Sandy campaign.
NEW SOCIAL MEDIA CHANNELS -- For the first time ever, WWE integrated Pinterest, Tumblr and Pheed into WWE's extensive WrestleMania 29 social media coverage.
HIDE-AND-TWEET CONTESTS -- WWE hosted three interactive "Hide and Tweet" contests in the New York and New Jersey area, giving fans the opportunity to win pairs of tickets to sold out sessions of Axxess, WWE Hall of Fame Induction Ceremony and WrestleMania 29. Fans followed @WWE to find clues revealing the whereabouts of the tickets.
WrestleMania 29 became the highest grossing live event in WWE history and broke the record for MetLife Stadium's highest grossing entertainment event, grossing $12.3 million, as 80,676 fans from all 50 states and 34 countries converged on MetLife Stadium in East Rutherford, NJ.
* This is the fourth consecutive year that WWE broke the host venue's record for the highest-grossing entertainment event.
* New Jersey Governor Chris Christie announced that WrestleMania 29 generated $101.2 million in economic impact for the New Jersey/New York region in April 2013, according to a study conducted by the Enigma Research Corporation. This marks the second consecutive year that WrestleMania generated more than $100 million in economic impact for its host city.
* WrestleMania 29 was the most socially active one-night event in WWE history, with 1.55 million social mentions (Trendrr). This total was more than the other Top 10 cable and broadcast TV shows combined for Sunday, April 7.
* During WrestleMania week, WWE’s social media messages had an estimated 4.2 billion impressions on Facebook and Twitter.
* WrestleMania 29 saw 33% more digital PPV buys than the previous year.
* The WrestleMania 29 Pre-Show saw a 66% YOY increase in views from the previous year.
All-Time Attendance Records at WrestleMania:
1) 93,173: WrestleMania 3, Pontiac Silverdome, Pontiac, Michigan, March 29, 1987
2) 80,676: WrestleMania 29, MetLife Stadium, East Rutherford, New Jersey, April 7, 2013
3) 80,103: WrestleMania 23, Ford Field, Detroit, Michigan, April 1, 2007
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.