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Overview and Strategy


Overview and Strategy


Austin Creed tells you everything you need to know about UpUpDownDown.

OUR OBJECTIVE

WWE looked to expand the reach of its online digital wing with the launch of UpUpDownDown, a YouTube channel dedicated solely to video gaming.

Hosted by WWE Superstar Xavier Woods — operating under the alias of Austin Creed — the channel aimed to reach WWE’s expansive crossover audience of sports-entertainment supporters and gamers while attracting new fans who discovered WWE through Creed and company’s infectious videos.

STRATEGY AND IMPLEMENTATION

WWE Superstars gather for the Madden NFL 16 Tournament Final between Seth Rollins and Jack Swagger. 

WWE Superstars gather for the Madden NFL 16 Tournament Final between Seth Rollins and Jack Swagger. 

Consistency was the key to UpUpDownDown’s success. At least five new videos have been uploaded to the channel each week.

Popular recurring titles include the exhilarating “Jump Scares” and “Gamer Gauntlet,” where WWE Superstars battle in head-to-head gaming competitions in the locker room with the loser undergoing hilarious punishments.

Users also know to expect engaging live streams that grant them the opportunity to watch their favorite performer’s game it up in real time.

The crowning achievement of UpUpDownDown’s launch year has certainly been the “Madden NFL  16” Tournament, which has pitted eight Superstars against one another in a battle to crown WWE’s greatest gridiron gamer.

Events like this, as well as fan interaction through social media and appearances from YouTube personalities, have helped the brand grow exponentially.

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Results and Multimedia


Results and Multimedia


OUR RESULTS

UpUpDownDown’s success can be measured in multiple ways. The channel has received more than 13,000,000 views since its June 2015 launch with single videos routinely garnering more than 100,000 views.

A loyal audience of 263,680 subscribers, as of December 8, 2015, have helped UpUpDownDown nab its own line of merchandising as well as sponsorships from popular brands like General Mills. 

UPUPDOWNDOWN MULTIMEDIA 

Below are the most popular episodes of UpUpDownDown, based on video views, as well as samples of various channel features, such as Jump Scares and Superstar Savepoint. To see more, visit our YouTube channel: YouTube.com/UpUpDownDown

MADDEN FINAL: The time has arrived. Seth Rollins a.k.a. Champ, the reigning Madden Champion, takes on Jack Swagger a.k.a. Oklahomie in the finals of our Madden NFL 16 Tournament! Will Champ retain the right to his nickname, or will 2016 be The Year of Oklahomie?

TOURNAMENT: The gang is back for another fighting game tournament! Austin Creed, Mr. Miller (Heath Slater), Uce (Jimmy Uso), Kofi (Kofi Kingston) and Mikaze (Sarath Ton) are joined by a newcomer under the nickname of Tong Po: WWE's Rusev! 

SUPERSTAR SAVEPOINT: WWE World Heavyweight Champion Seth Rollins joins Austin Creed to talk his video game habits, being champion, his crossfit regimen and more while playing Teenage Mutant Ninja Turtles: Turtles in Time. 

JUMP SCARES: In honor of Halloween, behold this compilation of UpUpDownDown's host, Austin Creed, getting spooked by all manner of creatures from our weekly Jump Scares show.

TOURNAMENT: In a manner true to the franchise they're playing, Austin Creed and his guests "test their might" in a Mortal Kombat X tournament in this week's episode. The competitors joining Austin are WWE seamster Sarath Ton a.k.a. Mikaze and WWE Superstars Jimmy Uso, Heath Slater and Kofi Kingston. 

GAME PREVIEW: The long-awaited video of Austin Creed, Sasha Banks a.k.a. Boss, Kofi Kingston a.k.a. Mr. 24/7 and Big E a.k.a. Big Wool playing the new Rock Band 4!

Be prepared. Your cheat code for YouTube gaming has finally arrived.  View the official trailer for UpUpDownDown.

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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/.