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Overview


Overview


The Road to WrestleMania 31 begins as tickets go on sale the year prior to our biggest event. The WWE Universe came out to Levi's Stadium in November 2014 to get their seats first. In addition, more than $1 million in tickets are sold via online pre-sale through WWE's social media channels.

OVERVIEW

Every year, WWE WrestleMania descends on its host city bringing hundreds of thousands from the WWE Universe to celebrate the biggest event of the year, available worldwide on pay-per-view and WWE Network, our OTT streaming and on-demand network.
 
The goal of WWE’s social and digital campaign around WrestleMania 31, held March 29, 2015 at Levi's Stadium in Santa Clara, Calif., was to highlight the sights, sounds and beauty of Northern California's Bay Area, as well as showcase the energy and passion of the global WWE Universe attending our annual flagship event from all corners of the globe.

WWE Network unveiled an expanded programming lineup for WrestleMania Week, which included a daily live WrestleMania Today preview show filmed live at our fan festival, WrestleMania Axxess.

The lineup also included the 2015 WWE Hall of Fame Induction Ceremony and Red Carpet pre-show, plus live-streamed hourly updates and two-hour WrestleMania 31 Kickoff show, concluding with WrestleMania 31 itself, all live from Levi's Stadium.

All of the live programming on WWE Network included live social integration, with Twitter ticker displays during the shows, featuring selected tweets from our WWE Universe worldwide using #WrestleMania hashtag.

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Initiatives


Initiatives


WRESTLEMANIA 31 SOCIAL & DIGITAL INITIATIVES

With its digital and social media initiatives for WrestleMania Week, WWE provided fans with unprecedented access to WWE Superstars and more WWE content than ever before, with special features and exclusives from WWE's partners in entertainment and Silicon Valley. These included...

WWE Superstars and Divas explore the sights and sounds of San Francisco during WrestleMania Week, as well as appearing on numerous television programs and appearances in San Jose at WrestleMania Axxess.

WRESTLEMANIA HOURLY UPDATES: WWE Hall of Famer Booker T, Renee Young, Byron Saxton and Corey Graves make their WrestleMania 31 predictions live from Levi's® Stadium as part of Live Updates broadcast all afternoon long on WWE Network and YouTube.


ESPN INTEGRATION: WWE partnered with ESPN to have Super Bowl winning football analyst Jon Gruden analyze one of the biggest matches at WrestleMania -- the Andre The Giant Memorial Battle Royal.


WRESTLEMANIA KICKOFF: The live WrestleMania Kickoff show, presented by MTN Dew Kickstart on WWE Network, was shown two hours prior to the event, streamed live on YouTube, Facebook, Twitter and other popular social networks. Hour two of the Kickoff show was only available on WWE Network. The show featured social messages from the WWE Universe all around the world.


WRESTLEMANIA TODAY: WWE Hall of Famer Ric Flair predicts the winner of Sting vs. Triple H at WrestleMania 31 on WrestleMania Today, our daily preview show broadcast from the floor of WrestleMania Axxess fan fest, live on WWE Network during WrestleMania week.


PRE-MATCH INTERVIEWS: Go behind the scenes as WWE NXT Superstar Hideo Itami prepares to take part in the Andre the Giant Memorial Battle Royal at his first WrestleMania.

POST-MATCH INTERVIEWS: Shortly after claiming the title, new WWE World Heavyweight Champion Seth Rollins talked about his plans to become Champion at WrestleMania 31.


WWE HALL OF FAME RED CARPET: WWE.com and WWE Network gave viewers a peek at all of the action and excitement on the red carpet for the 2015 WWE Hall of Fame Ceremony.


WRESTLEMANIA DIARY: "The Lunatic Fringe" Dean Ambrose takes WWE.com through his week of WrestleMania preparation to his whirlwind day at The Show of Shows, to his post-match recovery from a brutal tumble through a ladder.


WWE NXT COMES TO WRESTLEMANIA: The Superstars and Divas of WWE NXT -- WWE's developmental brand -- showed the world what they're all about, when they performed in front of a sold-out crowd in San Jose during WrestleMania 31 Week. At the time, it was the largest crowd to ever see a NXT Live Event, selling out the event in under 2 hours. 


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FACEBOOK "TRENDING" EXPERIENCE: WWE and Facebook partnered to create "Trending WrestleMania" -- a hub of photos, event and backstage videos and status updates from WWE, its Superstars, and the WWE Universe worldwide.  More than 25 million video views and 177 million impressions of WrestleMania-related content were generated through this portal.

Members of Facebook’s global policy and safety division also attended WWE’s Be a STAR (Show Tolerance And Respect) anti-bullying rally in San Jose, Calif., to offer details on the social network’s anti-cyberbullying tools.


VINE 360 at WWE HALL OF FAME: Twitter partnered with WWE to have their 360-degree selfie booth appear on the WWE Hall of Fame Red Carpet. This series of #Vine360 videos generated 6.6 million loops during WrestleMania Week.


WWE and SNAPCHAT: WWE partnered with SnapChat to curate backstage and user-generated content inside Levi's Stadium to recreate the atmosphere of WrestleMania for fans in a Story pushed to all users. More than 45,000 submissions were "snapped," earning more than 563 million total views. 


CROWDSOURCED MUSIC VIDEO: The WWE Universe reveals which Superstars and Divas they think "Will Rise" to the challenge at WrestleMania 31. Our fans from more than 40 countries submitted photos as part of this crowdsourced video project.


WRESTLEMANIA GOLF PRO-AM: Bedlam breaks out at the Half Moon Bay as The Miz, Kofi Kingston, Curtis Axel and more of your favorite Superstars and Divas take part in the annual WrestleMania Pro-Am Golf Tournament.


BIGGEST VIDEO GAME CHALLENGE: Before clashing for the Intercontinental Championship at WrestleMania 31, R-Truth and Stardust have a larger-than-life "WWE 2K15" confrontation on one of the massive video screens at Levi's® Stadium.


VIDEO GAME MATCH SIMULATIONS: 2K Sports' WWE 2K15 video game predicted all of the top matches at WrestleMania 31.


PRE-EVENT WORKOUT VIDEOS: How do you prepare for the match of your life? WWE.com's cameras granted exclusive access into top Superstars' pre-event workouts as they get ready for the Biggest Event of the Year.



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Digital Media


Digital Media


ADDITIONAL DIGITAL MEDIA AND PROMOTION SAMPLES

TV & SOCIAL MEDIA COMMERCIAL: The biggest event in WWE history, WrestleMania 31, took place Sunday, March 29., 2015. 


WRESTLEMANIA PRESS CONFERENCE: The digital and social promotion begins for WrestleMania 31 at the Announcement Press Conference 14 months prior, streamed live online from the host facility at Levi's Stadium in Santa Clara, Calif.


THE BLIZZARD EDITION OF WWE RAW: On January 26, 2015, a heavy blizzard blanketed the Northeast in snow, causing the cancellation of WWE RAW's scheduled TV broadcast in Hartford, Conn. In its place, WWE brought many of its top Superstars to its nearby TV studios in Stamford, Conn., and held RAW live from the studio, airing matches from the previous night's Royal Rumble PPV special and live interviews, including the first face-to-face meeting with WrestleMania 31 main eventers Roman Reigns (The Royal Rumble Match winner) and then-WWE Champion Brock Lesnar.  It was one of the highest-rated WWE Raw episodes of the year.

WRESTLEMANIA MATCH PREVIEWS: Match preview packages are created as soon as matches are announce for WrestleMania 4 to 8 weeks before the event, highlighting the story between the two (or more) combatants. 


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Our Results


Our Results


WWE Superstar The Rock and UFC Women's Bantamweight Champion Ronda Rousey fist bump inside the WrestleMania 31 ring.

WWE Superstar The Rock and UFC Women's Bantamweight Champion Ronda Rousey fist bump inside the WrestleMania 31 ring.

OUR RESULTS

WrestleMania 31 was the most socially active event in WWE history, with more than 1.5 million mentions during the day, and 1.13 million mentions during the event itself.
WrestleMania 31 generated 142 worldwide trends on Twitter during the airing, including 10 No. 1 overall trends
  • WWE successfully streamed six hours of live coverage of WrestleMania 31 reaching a record-breaking 1.3 million global households, making it the most-watched WrestleMania event in history.
  • Nearly 50% of WrestleMania 31 viewership on WWE Network came through a gaming console (Xbox or PlayStation). 
  • WrestleMania 31 became the highest grossing live event in WWE history and broke the attendance record for Levi’s Stadium. WWE’s annual pop-culture extravaganza grossed $12.6 million, as 76,976 fans from all 50 states and 53 countries converged on the home of the San Francisco 49ers. The previous attendance record for Levi’s Stadium was 70,799, and WrestleMania 29 at MetLife Stadium in 2013 held WWE’s prior record for gross revenue at $12.3 million.
  • WrestleMania 31 was the most socially active event in WWE history, with more than 1.5 million mentions during the day, and 1.13 million mentions during the event itself.
  • WrestleMania 31 generated 142 worldwide trends on Twitter during the airing, including 10 No. 1 overall trends -- all organically driven, with zero paid promoted trends.
  • WrestleMania 31 week generated 35.1 million social engagements, up 222% from WrestleMania 30.
  • WrestleMania 31 week generated 12 billion total potential impressions of social media content, up 54% from WrestleMania 30.
  • WrestleMania 31 generated $139 million in economic impact for the Santa Clara, Calif. area, according to a study by the Enigma Research Corporation. This marked the second-largest economic impact in WrestleMania history, and the fourth consecutive year of more than $100 million in economic impact for the host city. 
  • Seventy-eight percent of fans attended WrestleMania from outside the greater Santa Clara/San Jose area, staying an average of 3.3 nights in area hotels, spending $22 million on rooms in the process.
  • Forty-six celebrity Social Media Ambassadors tweeted content about WrestleMania 31. They created 54 tweets, to their combined following of more than 65.6 million followers. These included news hosts Katie Couric and Maria Shriver, actors Steve Aoki, George Takei and William Shatner, and talk show host Steve Harvey.
  • WrestleMania Week featured more than 20 hours of prime-time themed programming on WWE Network, with more than 15 million hours of content being viewed during that time. (compared to 7.1 million hours in 2014)
  • WWE Network also featured a complete line up of ancillary programming for WrestleMania Week, which included:
    • An exclusive interview with WWE EVP Talent, Live Events and Creative Paul “Triple H” Levesque and Arnold Schwarzenegger
    • The 2015 WWE Hall of Fame Induction Ceremony.
    • A two-hour WrestleMania pre-show, all complimenting the WrestleMania 31 live presentation.
  • Forty-two new video packages were created for air across 16 hours of live WWE programming with 32 WrestleMania and Hall of Fame themed interstitials. 
  • WrestleMania 31 attendees used 4.5 terabytes of wi-fi data at the event, breaking the previous Levi's Stadium record of 3.3 TB which was set during the San Francisco 49ers’ 2014 home opening game. Since the stadium was not built to handle that kind of traffic from users seated on the actual field of play, 69 additional access points were temporarily installed to accommodate fans. Extra WiFi coverage was also added to the temporary seating areas that were added for the massive outdoor event. (Source: TechGraphs.com)
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About WWE


About WWE


ABOUT WWE

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 reaches more than 650 million homes worldwide in 35 languages. WWE Network, the first-ever 24/7 over-the-top premium network that includes all 12 live pay-per-views, scheduled programming and a massive video-on-demand library, is currently available in more than 170 countries.

The company is headquartered in Stamford, Conn., with offices in New York, Los Angeles, London, Mexico City, Mumbai, Shanghai, Singapore, Dubai, Munich and Tokyo. Additional information on WWE (NYSE: WWE) can be found at wwe.com and corporate.wwe.com. For information on our global activities, go to http://www.wwe.com/worldwide/.