If you’re a wrestling fan you’ll probably enjoy this column. If you’re not a fan of sports entertainment, that shouldn’t matter. This piece isn’t about who deserves a world title push or should be in line to main event the next WrestleMania. It’s about re-imagining an existing brand, and creating a strong multi-platform strategy to ensure success.
WWE Smackdown debuted last Friday night on FOX. The first impression was strong for both companies, and the ratings backed it up. Nearly 4 million people tuned into the first show, a big spike in viewership compared to recent months of the show on the USA Network. Congrats to Eric Shanks and his team at FOX and all involved with the WWE on a great start.
Though they’ve only produced one show, and there’s much more work to be done, I thought there was a lesson in the debut worth sharing with you. If the same company (WWE), delivered the same show (Smackdown) featuring most of the same talent, just on a different night and network, is that enough of a reason for the audience size to double?
Here let me answer that for you, it’s not. It happened because of great strategy and execution.
Leading up to the Friday night debut, you couldn’t turn on FOX and not know WWE Smackdown was premiering on Friday night October 4th. Wrestling personalities appeared during live games on the network, sometimes in the booth or sidelines during the action, other times at halftime with the studio crew. They visited FOX studio shows, appeared at FOX’s Upfront for advertisers, and toured different cities to appear on local FOX affiliates. WWE also used their brand’s massive social media following and the enormous influence of their individual performer’s accounts to promote the partnership.
In addition to the on-air segments and public appearances, FOX introduced a killer promo campaign titled ‘We’re All Superstars‘. The promos ran frequently on television, including on social media, and immediately grabbed your attention. Sometimes in sports media we rush promos on to the air just for the sake of telling people something is happening, but FOX’s creative for this campaign should have reminded you of how critical it is to cut thru the clutter to get people talking about your content. Fantastic job by their promo team. To watch the promo click here.
FOX also worked with WWE to develop personality-specific playlists on Pandora. They created an augmented reality program for Facebook and Instagram to allow users to insert their faces on wrestlers. The TV company even got involved in merchandising, making sure deals with Mattel and Walmart to sell WWE action figures included FOX Sports branding. If you’re managing a sports media brand and going thru a future negotiation with a franchise, remember this. There are always new ways to reach more fans and build on a successful partnership.
From an on-air promotional standpoint, they even made the little things matter. Whenever a segment aired on FOX to promote the WWE, you heard ACDC’s ‘Are You Ready’ play either in the intro, outro or during the segment. That’s simple but effective brand reinforcement. Now when fans hear that song they’ll think of Smackdown on FOX.
To make the first show feel even bigger, FOX created a Smackdown pre-game show live from ‘the blue carpet’. A sea of wrestlers and celebrities posed for photos outside the Staples Center and stopped by for chats with FOX Sports’ Charissa Thompson. Renee Young and Booker T added material from inside the Staples Center. It was during the pre-game show that the network revealed the new stage and set for the show. It looked awesome and generated a lot of social media conversation.
I even took notice of how FOX’s experience with producing live games paid dividends. During the pre-game show, FOX had The New Day reveal the new Smackdown set while standing right in front of the ring. They also showed video footage of Kofi Kingston and Brock Lesnar arriving at the building for their heavily hyped championship match. That made it feel important. It was no different than when you see Tom Brady in a suit rolling into Foxboro for a playoff game.
Now that we’ve covered the pre-promotion for the launch of WWE on FOX, what about the actual show? Was it a one-week flash in the pan or a sign of bigger things to come? After all, the WWE once worked with NBC for the XFL and the first week’s ratings were a massive success. Unfortunately soon after they quickly ‘faded into bolivion’ as Mike Tyson once famously said.
From start to finish, I thought the show was entertaining. There was an introduction from Vince and Stephanie McMahon highlighting the new partnership with FOX, crowd shots of FOX talents Matt Leinart, Brady Quinn and Rob Stone, and a backstage interview with the New Day conducted by FOX Sports’ Erin Andrews which produced a lot of chatter.
The action in the ring was outstanding too. The Rock returned and won over the crowd in the opening segment which included Becky Lynch and Baron Corbin. Heavyweight boxing champion Tyson Fury appeared and got into a confrontation with WWE superstar Braun Strowman. ‘The Fiend’ Bray Wyatt (one of WWE’s most exciting current characters) attacked world champion Seth Rollins, Kevin Owens beat Shane McMahon to cost him his job, and Roman Reigns followed up a win over Erick Rowand by shaking hands with Daniel Bryan.
But the biggest moment of the night occurred in the main event. Brock Lesnar ended Kofi Kingston’s world title run in less than 10 seconds, sending social media into a frenzy. The quick win over Kingston was shocking, but minutes after becoming world champion it got even better. A ghost from Lesnar’s past appeared, former UFC heavyweight champion, and the man who beat Lesnar for the title, Cain Velasquez. Cain stared him down before entering the ring, and then took him to the mat and unloaded on Brock before he could escape the ring. It got people talking and wanting to see more which is all WWE and FOX could have asked for. To nobody’s surprise, the show trended #1 all night on Twitter.
I noticed that the segments moved quick too. The exception was The Rock’s segment, but when one of the biggest superstars in entertainment and the most gifted performer to hold a microphone appears in the ring, you get out of his way and let him do his thing. I don’t care how long it goes. The result is must-watch television, which The Rock once again provided.
Michael Cole and Corey Graves also deserve credit for their work on the broadcast. They were outstanding as a two-man team, and their approach to calling the show was much more serious. They made the show feel like a must-see event and serious competition. Having watched numerous shows on RAW where three at the announcers table felt like too many, and the commentary felt aimed at the 8-year old fan instead of the 18-34 year old viewer, it was a breath of fresh air.
The reason why FOX and WWE enjoyed a successful debut is because they designed a great multi-platform strategy to support a new program and partnership. They then went out and executed it. So much of success happens beforehand, and Friday night’s premier was a great example of that.
FOX has made it known they believe in live events and want to use them to draw viewers on Thursday, Friday, Saturday and Sunday. With Thursday Night Football, WWE Smackdown, College Football’s 12pm game, and FOX NFL Sunday, they’ve got plenty of great programming to attract eyeballs. When you combine it with sound strategy and crisp execution, it’s easy to see why a great brand produces immediate results.
Jason Barrett is the President and Founder of Barrett Media since the company was created in September 2015. Prior to its arrival, JB served as a sports radio programmer, launching brands such as 95.7 The Game in San Francisco, and 101 ESPN in St. Louis. He also spent time programming SportsTalk 950 in Philadelphia, 590 The Fan KFNS in St. Louis, and ESPN 1340/1390 in Poughkeepsie, NY. Jason also worked on-air and behind the scenes in local radio at 101.5 WPDH, WTBQ 1110AM, and WPYX 106.5. He also spent two years on the national stage, producing radio shows for ESPN Radio in Bristol, CT. Among them included the Dan Patrick Show, and GameNight.
You can find JB on Twitter @SportsRadioPD. He’s also reachable by email at Jason@BarrettMedia.com.
