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Overview and Strategy


Overview and Strategy


The quest for WWE Superstar Dolph Ziggler's phone kicks off our Interactive Adventure on YouTube, starring 21 different WWE talents.

The quest for WWE Superstar Dolph Ziggler's phone kicks off our Interactive Adventure on YouTube, starring 21 different WWE talents.

OUR OBJECTIVE

Many WWE fans have wondered what it would be like to roam around backstage at a WWE event. WWE’s first ever Interactive Adventure made that possible as users were thrust into the role of the new assistant who was tasked with finding WWE Superstar Dolph Ziggler’s cellphone. For the first time, WWE fans were given a first-person perspective of the locker room drama of WWE.

STRATEGY AND EXECUTION

Which of The Bella Twins would YOU trust to help you find Dolph Ziggler's phone? 

Which of The Bella Twins would YOU trust to help you find Dolph Ziggler's phone? 

The efforts of 21 WWE performers, along with a team of writers, producers and editors, came together for this ambitious project that wove together 15 unique videos to create a seamless journey through WWE’s locker room.

Employing creative use of YouTube’s annotation, along with unique first-person cinematography, the series raised the stakes of a typical video by turning it into a game. Users had to solve riddles and decide which personalities they wanted to trust in order to complete their task. If they were wrong, they were given the opportunity to start over again, leading to a richer experience along with added views.

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Multimedia and Results


Multimedia and Results


OUR INTERACTIVE ADVENTURE

Try your luck for yourself as you hunt through the WWE locker room for WWE Superstar Dolph Ziggler's cell phone.
(Note: Due to limitations in YouTube's video annotation feature, this experience will not work correctly on mobile devices)


OUR RESULTS

The Interactve Experience was promoted on WWE.com, as well as WWE's social channels. Click the image above to see WWE.com's promotional page.  

The Interactve Experience was promoted on WWE.com, as well as WWE's social channels. Click the image above to see WWE.com's promotional page.

 

The 15 videos combined for more than 1.8 million views on YouTube, with more than 445,000 views of the introduction video.

Below are links to each video, listed in order of progression in the experience's chain of events.

  1. Introduction video: 445,893 views
  2. The Usos: 212,030
  3. Cesaro (ending): 62,276
  4. Adam Rose: 92,212
  5. Summer Rae: 99,080
  6. Eden & Renee Young: 188,910
  7. The Bella Twins: 161,139
  8. Lana: 87,211
  9. Los Matadores: 154,521
  10. JBL: 65,676
  11. The Miz and Damien Sandow:: 92,515
  12. Finishing video (ending): 77,850
  13. Dean Ambrose: 56,415
  14. Stardust (ending): 27,720
  15. Wade Barrett (ending): 26,287

FINISHING VIDEO

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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/.