Previous to Bray Wyatt‘s official return to WWE, clues of his arrival have been littered all through WWE, with each actual life and digital hints getting used. In response to WWE co-CEO Stephanie McMahon, the technique from the beginning was to maintain followers guessing and misdirected.
Throughout a latest look alongside co-CEO Nick Khan on the 2022 Wells Fargo TMT Summit (through Submit Wrestling), McMahon spoke about Wyatt’s return. Within the dialogue, McMahon additionally revealed that the corporate employed author Rob Price to assist provide you with among the concepts behind Bray’s “White Rabbit” marketing campaign.
“When you consider the modifications that he’s [Paul Levesque] made, the expertise that he’s introduced again, however not solely simply bringing again stars however how he’s doing that. However for instance, we have been bringing again one in every of our largest stars named Bray Wyatt whose character is just a little little bit of a cult-type chief and we used a multimedia strategy and employed a horror author [Rob Fee] to return in and actually assist us craft this narrative in order that our followers have been engaged,” mentioned McMahon. “We began doing Q.R. codes randomly within the background. Like if a Q.R. code simply popped up behind us and also you guys clicked on it, it took you to a hyperlink — there isn’t a Q.R. code — however it took you to a hyperlink the place there was a hangman recreation and you then noticed this white rabbit present up. It’s what we name The White Rabbit Mission.”
McMahon additionally touched on the extra interactive a part of the “White Rabbit” marketing campaign, and talked about that followers even ended up calling up locations just like the White Rabbit File Retailer, or tuning into particular reveals at particular occasions following hints within the marketing campaign. For McMahon, this simply reveals how the audiences of at present are a lot completely different than these prior to now.
“However it’s methods like that-that actually do work as a result of the viewers at present is completely different, they’re rising, evolving,” McMahon mentioned. “Some individuals wanna have a lean-back expertise and that’s nice however lots of people actually wanna interact deeply and have enjoyable and have misleads and misdirections. I believe the worst factor on the earth is when issues are predictable from a content material perspective and we wanna make them unpredictable.”
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