WWE Set To Launch Major Promotional Campaign for SummerSlam
Multichannel News is reporting that World Wrestling Entertainment is planning a major advertising campaign to promote SummerSlam, which takes place on Sunday, August 15, 2010 at the Staples Center in Los Angeles.
This is the second consecutive year that Los Angeles and the Staples Center have hosted SummerSlam.
WWE is partnering with DirecTV to broadcast WWE-related videos on its Directive Starship blimp, which will hover over Yankee Stadium during the Yankee-Boston Red Sox game in New York on Friday, August 6, and The Great American Ballpark during the Florida Marlins-Cincinnati Reds game in Cincinnati on Friday, August 13.
The SummerSlam Axxess event will be held on the weekend of August 12-13 at LA Live. The event allows WWE fans to interact with the Superstars and Divas, along with playing video games and visit sponsored-themed exhibits.
WWE is also partnering with mobile mulitmedia company Jagtag to place 2D barcodes on approximately 700,000 direct mail pieces that will allow consumers to download WWE-produced videos to their cell phones.
Consumers can take and send a photo of the WWE-branded Jagtags with any camera phone to receive a video of WWE Superstars, and they will be automatically entered to win a SummerSlam: The Complete Anthology DVD Set.
The WWE Superstars and Divas will be going out into the local community to speak to students, and will team up with Los Angeles mayor Antonio Villaragosa's office to paint murals for the Housing Authority at low income rental units.
It appears that WWE isn't leaving anything to chance in this marketing venture. They are pulling out all the stops in a concentrated effort to get their brand out into the public's eye, no matter what the cost.
I'm sure that Vince McMahon and WWE officials are hoping that all the exposure will translate into SummerSlam bringing home a huge PPV buy rate, and jump-start their third quarter earnings.
For the record, SummerSlam did 369,000 PPV buys in 2009, which was down from 477,000 in 2008.
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