Marketers who can handle the competition in the ever-evolving advertising arena may be ready – and needed – in the wrestling ring to promote professional smackdowns. The WWE has a hit summer marketing campaign, and now it is reportedly looking to make hires to get more of the same. Plus, other professional wrestling companies trying to keep up with the major league may follow suit.
The WWE just this week posted a job listing for a Vice President of International Affiliate Marketing. Wrestling Inc. reports that the job requires ample marketing experience, as the executive will oversee distribution and marketing of WWE television, pay-per-view and digital products. Notably, this position is being created in what seems to be the WWE’s effort to continue its successful marketing trend.
Earlier this summer, the WWE launched a mobile interactive campaign for its Summer Slam event that generated a lot of buzz. Direct mail pieces were sent to consumers with bar codes to be scanned by smartphones. Fans could then text, email or tweet the barcodes to the WWE to receive a mobile download of exclusive video content. Additionally, participating mobile users were automatically entered into a contest to receive a SummerSlam DVD and messaged updates about SummerSlam.
The promotion and SummerSlam culminate this week, but it seems the marketing work is just beginning. In addition to the aforementioned VP position, the WWE Job Opportunities page shows some recent listings for myriad marketing positions, including marketing director jobs and creative content producers.
Based on the popularity of the SummerSlam campaign, marketers interested in working for the WWE should be ready to show off their mobile savvy. Eddie Hill, SVP of marketing at WWE, told DM News that mobile campaigns stand out as a leading way to generate awareness and continuously engage fans leading up to wrestling events.
Other wrestling leagues may soon be looking to boost their marketing budgets to keep up with the WWE, and notably, mobile campaigns seem to be their preferred methods of consumer engagement as well. Earlier this year, TNA Wrestling was able to boost viewership with its “text blasts” campaign, which offered fans exclusive wrestling news and video content.
Whether they are in the wrestling ring or the broader marketing arena, marketers should take note that this industry is benefiting from mobile video content. No matter the sector, professionals in the marketing field should begin using the mobile video platform to advance their brands. Nearly one-fifth of American consumers will be accessible via this channel by 2014, reports eMarketer.
