tapout - wwe/jc penney launch recap
Post on 23-Jan-2017
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TRANSCRIPT
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WRESTLEMANIA AND JCPENNEY
ACTIVATION RECAP
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• John Cena video addressing JCPenney employees
• 2016 Commercial spot tagging JCPenney Debuted on Monday Night Raw on March 28th
• POS Signage
• John Cena in-store appearance and autograph signing at Skillman Street store in Dallas | 4/1
• Digital and Social content promotion via WWE athletes and WWE.com | beginning 4/1
PRE-WRESTLEMANIA PROMOTION | BEGINNING 3/28
SPRING 16 MEN’S ACTIVE LAUNCH —
Manhattan Mall | NYC
Timber Creek Crossing | Dallas
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PRESS COVERAGE
SPRING 16 MEN’S ACTIVE LAUNCH —
This is a sample of some of the local and national press around John Cena’s appearance at JC Penney
THIS LAUNCH GENERATED
MEDIA IMPRESSIONS264 MILLION
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SPRING 16 MEN’S ACTIVE LAUNCH — JCP.COM
TAPOUT BRAND PAGE HEADER
FEATURED PROMOTION IN BOTH MEN’S AND ‘WORKOUT CLOTHES’ CATEGORY PAGES.
Tapout banner on wwe.com directing consumers to jcp.com
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PR/COMMUNICATIONS week of 3/28• ABG/WWE joint press release announcing
nationwide re-launch at JCPenney
DIGITAL / SOCIAL MEDIA week of 3/28• Posts from WWE Superstars and Divas wearing
Tapout and expressing excitement about the
partnership
• WWE.com to promote 2016 brand spot through all
digital and mobile platforms
WRESTLEMANIA WEEK ACTIVATIONS
PRE-WRESTLEMANIA PROMOTION | 3/28 - 4/03
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BRAND AMBASSADOR 3/31• Joe DeFranco podcast with Triple H to discuss
fitness & training regiments
• “Joe DeFranco’s Industrial Strength Show powered
by Tapout”
COMMUNITY EVENT INTEGRATION 4/2• Tapout branding on promotional tees and signage
at WWE sponsored Special Olympics event
WRESTLEMANIA WEEK ACTIVATIONS
PRE-WRESTLEMANIA PROMOTION | 3/28 - 4/03
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WRESTLEMANIA WEEK ACTIVATIONS
PRE-WRESTLEMANIA PROMOTION | 3/28 - 4/03
Tapout store at WrestleMania Axxess
WRESTLEMANIA AXXESS INTEGRATION 3/31 – 4/3• WWE athletes to wear Tapout apparel during on-site fan meet &
greets, autograph sessions, photo opportunities
• Tapout backdrop banner at on-site autograph stage
• “Powered by Tapout” branding integrated within on-site
experiences such as rock climbing wall
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PROGRAM• Full page ad in Wrestlemania 32 program
highlighting product available at JCPenney
JUMBOTRON SPOT• :30 second JCP-tagged Tapout brand spot to run
on stadium jumbotron during live event
PAY-PER-VIEW TELECAST ON WWE NETWORK• Multiple airings of :30 second JCP-tagged Tapout
brand spot during telecast
RETAIL PRESENCE• Tapout apparel for sale at in-stadium retail
concessionaires and souvenir trucks
SHAQ APPEARANCE• Shaquille O’Neal wearing Tapout as part of
surprise in-ring appearance
WRESTLEMANIA WEEK ACTIVATIONS
WrestleMania reached 1.82 MILLION GLOBAL HOUSEHOLDS on WWE Network alone, making it the most-watched WrestleMania in history
LIVE EVENT ACTIVATIONS | 4/03
RECORD SETTING ATTENDANCE
101,763
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WRESTLEMANIA WEEK ACTIVATIONS
ENGAGEMENT ON SOCIAL MEDIA
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WRESTLEMANIA WEEK ACTIVATIONS
ENGAGEMENT ON SOCIAL MEDIA
DURING THE WRESTLEMANIA WEEEKEND, TAPOUT GARNERED
AND
1,000,000 ENGAGEMENTS
25 MILLIONSOCIAL MEDIA IMPRESSIONS
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@TapoutSnaps launched at WrestleMania and gave fans an inside look at all of the weekend’s events and activities:
• John Cena JCPenney Signing
• NXT Takeover
• WWE Hall Of Fame
• WWE Axxess
• Wrestlemania
TAPOUT DEBUTS ON SNAPCHAT
WRESTLEMANIA WEEK ACTIVATIONS
40 SNAPSTAPOUT POSTED
93% ENGAGEMENT RATE
AND RECEIVED A
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