WWE has been making TV history since ’85 when Chairman and CEO Vince McMahon took the gamble of a lifetime on an unprecedented closed-circuit make-it-or-break-it TV event dubbed “WrestleMania.” Today, WWE has not only created a whole new way to watch television—with the ultimate “second screen” experience inside the WWE App (10 million downloads) — but it has also disrupted the Social landscape (reaching 260 million social followers) and re-invented the premium content business: Launching WWE Network to complement its 30+ year Pay-Per-View business. With its fan-first focus, WWE has reimagined how media is distributed across a modern media landscape. In this session, we’ll reveal how WWE uses technology, storytelling, and innovative product strategies to engage one of the most passionate fan bases in the world. This panel session was held Sunday, March 9, 2014 at SXSW Interactive in Austin, Texas, with guest panelists: John Cena, WWE Superstar Stephanie McMahon, WWE Chief Brand Officer Perkins Miller, WWE EVP Digital Media Michael Cole, WWE Announc Speaker bios: http://schedule.sxsw.com/2014/events/event_IAP27227 Session social flow on RebelMouse: https://www.rebelmouse.com/WWESXSW/ #SXSports #WWESXSW #sxsw #UltimateTV

1. CRUSHING SECOND SCREEN
THE ULTIMATE TV COMPANION

2. MASS RELEVANCE DECLARES WWE “BIG SOCIAL WINNER FROM CES”
WWE Network
8,000
Pebble Watch
4,300
Sony Keynote
1,900
Netflix 4K
1,800
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Peak Twitter Activity – CES 2014
(TWEETS)

3. SOCIAL ACTIVITY
Scandal
Grey’s
Anatomy
NXT
ArRIVAL
Vampire
Diaries College
Basketball
American
Idol
NHL
Vikings
(Premiere)
Parks and
Recreation
0
100
200
300
400
500
600
700
Source: SocialGuide
Social Activity – February 27, 2014
(MENTIONS, 000s)
NXT ArRIVAL in Top 3 Prime Time Programs
21 WORLDWIDE
TWITTER TRENDS
#NXTArRIVAL x 5
The Ascension x 2
Cesaro vs Zayn x 2
Sami Zayn x 2
Stephanie McMahon
Bret Hart
Bo Dallas
Triple H
Mojo Rawley
CJ Parker
Too Cool
Scotty 2 Hotty
William Regal
Paige and Emma
Scorpion Crosslock
Adrian Neville
Xavier Woods
Tyler Breeze
Alexander Rusev
Shawn Michaels
Red Arrow

4. SOCIAL MEDIA TECH STACK

5. JOHN CENA – SOCIAL MEDIA SUPERSTAR
1
#
20.3 MILLION LIKES

6. #HIJACK RAW – MARCH 3, 2014
SOCIAL RESULTS
 68 Worldwide Twitter Trends
Including Hijack Raw
 #RawChicago Trends Worldwide
7 Times
 6th Most Social RAW of All Time
 Most Social Show in Prime Time
on March 3

7. JOHN CENA’S GLOBAL SOCIAL PRESENCE
BRAZIL FRANCECHINA