World Wrestling Entertainment came to us to extend their WrestleMania XXIV media campaign into the mobile realm. We created two separate custom solutions where mobile integrated with their existing media buys.

The first was based around the live press conference, featuring WWE superstars Floyd Mayweather, Jr. and Big Show, staged at the Hard Rock Cafe in Times Square, and the corresponding media buy promoting WrestleMania XXIV on the Times Square Reuters and NASDAQ boards.

We developed a concept to stream the press conference live on the video boards and allow the crowds outside to listen in live via their mobile phones. We orchestrated the technical integration of the video feeds to the boards and developed an interactive voice response (IVR) system that allowed users to dial into an 800 number and listen as Mayweather, Jr. and Big Show talked about their upcoming match.

The second extension was through the DIRECTV Starship blimp that flew over the Wrestlemania event, held at the Citrus Bowl in Orlando, FL. We developed video that broadcasted on the blimp and promoted attendees to enter into an SMS-based, real-time sweepstakes experience. Starting early on the day of Wrestlemania XXIV and lasting well into the night, tailgaters challenged each other via mobile platforms for special prizes and backstage access.