By Barry Janoff
March 23, 2015: In what is being described as an unprecedented collaboration and its most extensive campaign to date, WWE has joined with Comcast's NBCUniversal for the first time to launch a multi-platform effort, “For The Hero In All of Us,” that will encompass broadcast, cable, Internet and social media in addition to fan activation within WWE venues and other consumer touch-points.
In addition, WWE and NBCUniversal, which last May signed a long-term renewal of their broadcast alliance, said they would use the campaign to offer upcoming opportunities to advertisers through WWE four "tentpole" events, including Wrestlemania and "The Slammy Awards."
WWE and NBCUniversal said that advertisers would have "unprecedented access to WWE Superstars and Divas for the creation of custom on-air campaigns, in-show integrations and social campaigns."
According to Dan Lovinger, evp-advertising sales for NBCUniversal, “WWE is one of the biggest, family-friendly, year-round programming opportunities on TV. We wanted to bring all of WWE’s brands, properties and platforms together so advertisers can more easily benefit from the massive and passionate audiences its live entertainment attracts."
The effort is anchored by a self-titled TV spot, “For The Hero In All of Us,” that will air across NBCUniversal's two broadcast networks, 17 cable channels and more than 50 digital properties, in addition to all of WWE's platforms.
The TV spot and other elements will engage viewers via #MyHeroIs, in which people are asked to share personal and inspirational stories of heroism and also name their favorite WWE superstars.
“Our new campaign illustrates all that is great about the WWE brand from our charismatic and athletic Superstars to our multi-generational and multicultural audience, and our commitment to giving back,” Michelle Wilson, chief revenue and CMO for WWE, said in a statement. “In partnership with NBCUniversal, we now have unprecedented opportunities for advertisers to engage our fans and Superstars while leveraging all of our platforms, including television, live events, digital and social media.”
The four tentpole events are:
• “The Road To WrestleMania,” giving marketers the opportunity to participate in the WWE's version of the Super Bowl. Wrestlemania 31 is scheduled to take place in Levi's Stadium, home of the NFL's San Francisco 49ers, on March 29; Wrestlemania 32 is scheduled for April, 3. 2016 in AT&T Stadium, home for the Dallas Cowboys.
• “The Slammy Awards,” the WWE's annual version of the Oscars and Grammys, which will have "an amped up version" when it moves from December to the first quarter of 2016 (date and site to be determined) "in the heart of the red carpet season."
• Champions of Fatherhood, a special series that spotlights America’s unsung heroes.
• "Heroes of Tomorrow," which focuses on WWE’s legion of young fans.
“With NBCUniversal, we now have unprecedented opportunities for advertisers to engage our fans and Superstars while leveraging all of our platforms."
The energetic TV spot shows WWE stars, divas and fans during events and WWE icons interacting with members of the military, kids and other "heroes."
A voiceover says, "We all have moments. Moments when we surpass our own expectations. Sometimes these moments are small. And sometimes they are larger than live. Because there is something great in all of us. Something that connects us. That inspires us. It's why when we fall, we get up again. It's why we give back. And we don't give up. It's what makes all of us, in our own way, heroes. WWE: For the hero in all of us."