WWE: Advertising Capstone

Our Campaign Objective: Convert non-existing GEN-Z consumers into WWE fans by encouraging them to attend at least one live event.

In the fall of 2022, graduating Advertising majors partnered with the WWE for the semester to produce a fully developed advertising campaign.

Research Findings

Methodology: Conducted quantitative Gen-Z research on Global Web Index, Mintel Reports, and MRI Simmons. Conducted qualitative research through case studies, focus groups, and interviews.

Insight from Findings: Gen-Z uses social media to stay up to date on trends, but the more time they spend on devices the more isolated they feel

Our Solution:

Use WWE live events to bridge the gap between on and offline communities to help Gen-Z feel more connected.
Shift the WWE’s brand image to increase cultural relevance, thus shifting Gen-Z’s perception
Promoting on Social Media, Executing through in-person events to foster community building

Relevant Case Studies

Mcdonald’s Go-To Order Campaign

In 2019, McDonald’s was struggling to connect with Gen-Z audiences. They reestablished their edge and created a new generation of fans through the extension of authentic and news-worthy partnerships. McDonald’s built this campaign around the idea of people’s ‘go-to’ order. They chose four big-name celebrities to add their own ‘go-to’ orders to the menu, focusing on finding the perfect celebrity that fit their brand image, target audience, and campaign objectives.

McDonald’s provides a blueprint for how the WWE should approach partnerships and brand positioning. We recognized the WWE shares a similar issue to McDonald’s: The lack of Gen-Z engagement. By securing their brand loyalty, the WWE would build a new audience which would emerge as a valuable set of lifelong fans.