Triple H explains how WWE aimed to bring Bray Wyatt back in the biggest way they could.
“The White Rabbit Project” captivated the WWE Universe for weeks with its hidden clues and mysterious storytelling before the official unveiling at Extreme Rules.
In the weeks leading up to the unveiling, images of a white rabbit appeared on RAW and Smackdown. WWE also displayed QR codes in their weekly programming, directing audiences to various clues. On October 8th, the identity of the white rabbit was finally revealed as former WWE Champion, Bray Wyatt.
Wyatt’s long-awaited return paid off in terms of numbers for the company too. According to The Wrap, Extreme Rules was the most-social program on October 8th, also besting MLB Playoffs coverage. The pay-per-view garnered 2.7 million live social media engagements. More than one million viewers interacted with the corresponding QR codes.
WWE Chief Content Officer Triple H also spoke with TheWrap about the strategy behind the campaign. “We asked ourselves how we could bring back Bray Wyatt in the most engaging way possible,” he revealed. “So we created ‘The White Rabbit Project,’ intended to lead our audience down this literal rabbit hole of content to help build anticipation for Wyatt’s return at ‘Extreme Rules’ on Peacock.”
“It started with flickering lights in arenas and continued with the release of other easter eggs, like hidden QR codes within episodes of ‘SmackDown’ and ‘Raw’” he explained. “That led viewers to more clues that kept them guessing, and tuning in, each week. It culminated in what we believe was a massive pay-off for our fans – and for WWE.”
The success of “The White Rabbit Project” served as a prime example of how the company “uniquely positioned as a sports and entertainment property to harness the power of our shows and our social following to develop multimedia, long-term storytelling that can help produce meaningful aggregated audiences,” Triple H explained.