Black and White Report February 2, 2010 -- Going Viral
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Feb 2 2010, 9:02 AM
In last week’s column I expressed my concerns about the damage the Internet can do, and the angry rhetoric presented through the convenience of anonymity. This week, I want to talk about the good things the Internet can do in the wrestling world. Not from a fan perspective, but how it can be an asset to WWE and TNA in their storytelling.
I have spent a lot of time over the last decade writing for so-called viral marketing projects for various TV shows. They are becoming a commonplace thing in the entertainment industry. How often do you see “webisodes” as a special feature on you favorite TV shows’ DVD sets? Creating content exclusive to the web and mobile phones has become a very lucrative sub-industry, and exciting for fans of television, movies, etc.
WWE and TNA have dabbled in this concept a little bit—TNA’s newly announced pre and post game shows, their YouTube Channel, etc; WWE’s “Dirt Sheet” with Miz and Morrison, and the announced Santino-based sitcom—but there hasn’t been quite the push for exclusive content that has accompanied other popular series. What could the companies do?
I think the non-fiction programming is a good start. But I want the web content to augment the onscreen storylines. Make it must view. I know WWE brags about having a billion hits—more than any other website in the world—but creating new, exclusive matches, storylines, “after Raw went off the air” type content would go a long way in maximizing the effectiveness of the company’s website. I would love TNA to have Eric Bischoff and Dixie Carter show behind the scenes videos similar to the Company Meeting that aired at the beginning of iMPACT several months ago. They could be scripted, used to further the storylines. And they would serve to build interest in characters.
The other key to this is to really sell the exclusive web or mobile content on the TV shows. Just really do a hard sell for it every week. Wrestling fans can’t get enough of the stories being presented on screen. Small continuations of the cliffhangers from week to week, and teases of what’s to come can go a long way in generating interest in the product.
I’m curious to know what kind of viral marketing you’d like to see WWE and TNA (and even companies like ROH, Dragon USA, and others…) Post your thoughts in the comments section below.
There it is in Black and White.
In last week’s column I expressed my concerns about the damage the Internet can do, and the angry rhetoric presented through the convenience of anonymity. This week, I want to talk about the good things the Internet can do in the wrestling world. Not from a fan perspective, but how it can be an asset to WWE and TNA in their storytelling.
I have spent a lot of time over the last decade writing for so-called viral marketing projects for various TV shows. They are becoming a commonplace thing in the entertainment industry. How often do you see “webisodes” as a special feature on you favorite TV shows’ DVD sets? Creating content exclusive to the web and mobile phones has become a very lucrative sub-industry, and exciting for fans of television, movies, etc.
WWE and TNA have dabbled in this concept a little bit—TNA’s newly announced pre and post game shows, their YouTube Channel, etc; WWE’s “Dirt Sheet” with Miz and Morrison, and the announced Santino-based sitcom—but there hasn’t been quite the push for exclusive content that has accompanied other popular series. What could the companies do?
I think the non-fiction programming is a good start. But I want the web content to augment the onscreen storylines. Make it must view. I know WWE brags about having a billion hits—more than any other website in the world—but creating new, exclusive matches, storylines, “after Raw went off the air” type content would go a long way in maximizing the effectiveness of the company’s website. I would love TNA to have Eric Bischoff and Dixie Carter show behind the scenes videos similar to the Company Meeting that aired at the beginning of iMPACT several months ago. They could be scripted, used to further the storylines. And they would serve to build interest in characters.
The other key to this is to really sell the exclusive web or mobile content on the TV shows. Just really do a hard sell for it every week. Wrestling fans can’t get enough of the stories being presented on screen. Small continuations of the cliffhangers from week to week, and teases of what’s to come can go a long way in generating interest in the product.
I’m curious to know what kind of viral marketing you’d like to see WWE and TNA (and even companies like ROH, Dragon USA, and others…) Post your thoughts in the comments section below.
There it is in Black and White.
I have spent a lot of time over the last decade writing for so-called viral marketing projects for various TV shows. They are becoming a commonplace thing in the entertainment industry. How often do you see “webisodes” as a special feature on you favorite TV shows’ DVD sets? Creating content exclusive to the web and mobile phones has become a very lucrative sub-industry, and exciting for fans of television, movies, etc.
WWE and TNA have dabbled in this concept a little bit—TNA’s newly announced pre and post game shows, their YouTube Channel, etc; WWE’s “Dirt Sheet” with Miz and Morrison, and the announced Santino-based sitcom—but there hasn’t been quite the push for exclusive content that has accompanied other popular series. What could the companies do?
I think the non-fiction programming is a good start. But I want the web content to augment the onscreen storylines. Make it must view. I know WWE brags about having a billion hits—more than any other website in the world—but creating new, exclusive matches, storylines, “after Raw went off the air” type content would go a long way in maximizing the effectiveness of the company’s website. I would love TNA to have Eric Bischoff and Dixie Carter show behind the scenes videos similar to the Company Meeting that aired at the beginning of iMPACT several months ago. They could be scripted, used to further the storylines. And they would serve to build interest in characters.
The other key to this is to really sell the exclusive web or mobile content on the TV shows. Just really do a hard sell for it every week. Wrestling fans can’t get enough of the stories being presented on screen. Small continuations of the cliffhangers from week to week, and teases of what’s to come can go a long way in generating interest in the product.
I’m curious to know what kind of viral marketing you’d like to see WWE and TNA (and even companies like ROH, Dragon USA, and others…) Post your thoughts in the comments section below.
There it is in Black and White.
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