Boots to Asses—WWE Social Media Strategy Leaves Others In The Dust

Over the past year the WWE has continued to push the social media envelope by integrating Twitter and Facebook further into its regular broadcasts. Dwayne “The Rock” Johnson, now a cross-over star in both the WWE and Hollywood, cut a promo on WWE Raw to hype the upcoming pay-per-view “Survivor Series”. During that promo, the Rock quickly coined a new catchphrase “Boots to Asses” and said it was now trending worldwide. Before he mentioned it there was no mention of it on Twitter. Shortly after he said it, not only did it start a new chant throughout the arena, but it proved that Mr. Johnson was prophetic as minutes later the term “Boots to Asses” was trending worldwide. One might say this is a one off, but for anyone observing what the WWE has been up to this can be seen as only a small part of a much larger social media strategy.

In the last year, the WWE has bolstered it’s already strong web presence with a very savvy social media offensive. Now every performer who appears on WWE TV has their own Twitter handle which they use to build a fan following and actually continue storylines started from the show. During the broadcast, whenever a wrestler heads to the ring, their Twitter handle is prominently featured next to their name on the screen graphics. Their strategy is obvious and effective, providing a method to allow their show to be more interactive and leverage casual fans to tune in more regularly especially when something eventful is on the screen. Throughout the show, it is quite common to hear announcers talking about whether something is trending worldwide...More?

source: tech crunch