Apr 08, 2011 at 03:56 PM
written by Brian Gainor

Activation Tactic of the Week

When it comes to putting on marquee events, WWE is widely considered to be one of the best in the business. WWE showcased its prowess on Sunday when it attracted a record-setting 71,617 fans to the Georgia Dome for Wrestlemania XXVII.

The event grossed $6.6 million in ticket sales and attracted avid wrestling fans from all 50 states and 30 countries worldwide, including Snookie and several other pop-culture icons. Millions of consumers tuned in to watch the live PPV broadcast, which was aired in 100+ countries and 20 different languages.

From a consumer engagement standpoint, WWE teamed up with several promotional partners to create a WrestleMania Axxess event that serves as the ultimate fan fest for wrestling enthusiasts. At the event, fans were treated to meet-n-greets with their favorite WWE personalities, several photo booth displays (Vince McMahon's office, etc.), live ringside entertainment, Q&A's, memorabilia stands, and more. It's important that all the entertainment came at a price for fans too - admission is $35 for the 4-day event leading up to the marquee Wrestlemania event on Sunday evening.

From a promotional partner standpoint, enclosed is a quick breakdown of the on-site activity at WrestleMania Axxess:

  • The National Guard - As the presenting sponsor, featured a tent display, showcars, etc.
  • Slim Jim - Displayed a Slim Jim Spicy Town climbing wall as part of a larger footprint
  • THQ - Featured an extensive WWE All-Stars Video Game Zone
  • XFINITY - Featured video game displays, Plinko, information kiosks, and more
  • Skittles - Featured an mechanical Skittles candy package (that consumers could try to ride)
  • TWIX - Featured a WWE Superstars autograph booth
  • Mattel - Displayed a full collection of action figures

    Click here to see a complete gallery of photos detailing activation and entertainment at the WrestleMania Axxess event!

    Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. #activationstag