LIVE BRIEFS - WWE

Group - Aasia, Anne, Iman, Myself

Brief

For this brief WWE tasked us with creating something new to add to their online network. It needed to be something that is different to any content that they already have created. The target audience is males aged between 18 and 34

Research

WWE, wrestle mania is the biggest event of the year, growing a stadium from 19,000 to 78,000 in the past 5 years, The WWE network is split up into 3 categories Linear television, Ad-supported digital and social and direct contact to the consumer. Linear television consists of the main shows and reality TV such as Raw, Divas, Bellas and smackdown live. This is where the majority of views come from especially since the reality TV spin-offs have begun. Ad-supported digital and socials include YouTube, Instagram and Facebook watch. This place a huge part of their reach as WWE has over 900 million followers on social media following including Snapchat and Twitter. WWE has over 21 million views in 2017. It is the number 1 sports channel on YouTube with over 2.1 million subscribers worldwide. WWE also has video games, cartoons and action figures. Finally, direct contact with the consumer is similar to a Netflix subscription with regular updates about the network. WWE also reaches over 800 million homes, 180 countries and is translated in 24 languages. They pride themselves on being family friendly as there are more parents and children watching together than any other sport.

Initial Ideas

We started brain storming and started to thinking about current trends, something that has the possibility to go viral and have a high number of interactions. We thought that dancing was big area that we could cover and had endless opportunities for us to create something funny and engaging. We also knew from research and watching previous episodes that there is an element of dancing in wrestling e.g. victory dances. but never a sole segment dedicated to just dance. We also thought about health and fitness being a trend and how that would link to dancing.

Our insight was that Dance is an element of WWE but has yet to be discovered as its on category.

Concept

Called Move 2 Beat 'M2B' will be something subscribers of the online network will be able to access short videos of of two wrestlers going to head to head competitively dancing to a song that was chosen by the users of WWE network before hand. The wrestlers will be paired based on the audiences decision. Our tone of voice is funny, light hearted with an element of drama and suspense and competitiveness that is very light hearted.

Pitch

Our pitch went really well and one of the best feedbacks i'd been given personally from the previous pitches. They really liked the way we had thought about the future of our idea and how we can prolong the idea instead of it being a one time hit and would die down. They also said how they had touched on dance before but it was always soley isolated and never had its own platform so they were happy that we had come up with a concept that could break those barriers. We came 4th overall and I am really happy with the outcome .

Overall

Overall I think this brief was one of the more challenging ones in terms of creating something that was solely original and hadn't been done before as WWE has covered so many areas and are no well known. I think our group worked really well together and again it was great to work with people I had never worked with.