Triple H Discusses 'The White Rabbit Project' Leading To Bray Wyatt's Return

Speaking to The Wrap, WWE’s Chief Content Officer Triple H discussed how WWE used social media to build up Bray's return.

“We asked ourselves how we could bring back Bray Wyatt in the most engaging way possible. So we created ‘The White Rabbit Project,’ intended to lead our audience down this literal rabbit hole of content to help build anticipation for Wyatt’s return at ‘Extreme Rules’ on Peacock,” he said. "It started with flickering lights in arenas and continued with the release of other easter eggs, like hidden QR codes within episodes of ‘SmackDown’ and ‘Raw’ that led viewers to more clues that kept them guessing, and tuning in, each week. It culminated in what we believe was a massive pay-off for our fans – and for WWE. This is a great example of how WWE is uniquely positioned as a sports and entertainment property to harness the power of our shows and our social following to develop multimedia, long-term storytelling that can help produce meaningful aggregated audiences."