Stephanie McMahon Touts Success Of WWE White Rabbit Project

Stephanie McMahon Touts Success Of WWE White Rabbit Project WWE

WWE Chairwoman and co-CEO Stephanie McMahon has commented on the success of the ‘White Rabbit’ Bray Wyatt return angle.

Ahead of Bray Wyatt’s WWE return at Extreme Rules on October 8, a number of ‘White Rabbit’ teases appeared on WWE TV, fuelling speculation that Wyatt was coming back.

Speaking at the Wells Fargo 2022 TMT Summit, Stephanie McMahon praised Chief Content Officer Triple H for understanding the WWE audience.

Touting the White Rabbit project as a success, McMahon said:

“In terms of in-ring content, under Paul Levesque, it’s one of the key strengths that he was one of the biggest performers in the history of our business. He understands what it takes to be a successful superstar, one of the most successful.

“He understands audience connection and how to create content in a way I don’t think many do. When you think about the changes he’s made, the talent he’s brought back, not only bringing back stars, but how he’s doing it.

“For example, we were bringing back one of our biggest stars, Bray Wyatt, whose character is a bit of a cult-type leader. We used a multi-media approach and hired a horror writer to help us craft this narrative so fans were engaged.

“We started doing QR codes randomly in the background. It’s what we called the White Rabbit Project. There were interactive games, there were different misleads. We had one puzzle that was coordinated to a record store in Corbin, Kentucky that was White Rabbit Records.

“It happened to be that the people at the store played along. Our fans would call and ask, ‘What’s going on? Is someone returning? What’s happening at WWE?’ They would use some of the language we were using in the campaign and then hang up the phone.

“One of the codes drove us to a date, and that date happened to be the SmackDown that was happening. It looked like it could be a date or a time code, September 23 or 9:23. At 9:23, we saw viewership increase 20% over that time period.

“It’s strategies like that, that work because the audience is different and they’re growing and evolving. Some people want to have a lean-back experience, and that’s great, but a lot of people want to engage deeply and have fun and have misleads and misdirections.

“The worst thing in the world is when things are predictable from a content perspective. We want to make them unpredictable.”

McMahon also discussed WWE’s plans for the ‘global localization’ international expansion, which you can read more about right here.

Stephanie McMahon has been officially serving as the company’s Chairwoman and co-CEO since Vince McMahon’s departure in July.

Transcription via Fightful

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1 year ago by Sanchez Taylor

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