Live Briefs - WWE
The fourth and the last live brief we were set this summer term at Uni was working for probably our biggest client to date. This term has gone so quick but I think this has something to do with the fact we have had four quick-fire briefs thrown at us. Which has been a good experience as it has given us a real agency feel to things. It has made us all think fast on our feet, only giving us two weeks per brief has been a challenge at times.
We came into uni on the Tuesday thinking we were going to be briefed by Giancarlo Bernini. But we got told he had to postpone and arrange for the Thursday instead. This was both a good and bad thing as we were eager to just crack on with ideas etc but at the same time it gave us time to research into what the WWE network was, a little more about WWE and the sheer amount of history behind the company. I personally never realised how powerful the company was and the scale of their business was. They have multiple income streams from TV to an academy bringing through the next generation of Young wrestlers/super stars.
The thursday came round and Giancarlo stood up in front of us and gave us an extremely detailed briefing. Beginning with the brand itself, followed by the different sections within the company. He showcased how successful the brand has been in terms of hiearchies against other companies. Being the #1 in a large list of things. This really surprised me personally and made me soon realise how out there and extreme we can go with this concept as WWE has pretty much covered every single base of content or idea. Which made our ideas stage difficult.
So after we had been briefed, we all went away into our teams to share first thoughts and ideas. I gathered a pile of blank a3 sheets of paper to literally scribble down thoughts. We drew four bubbles with titles in such as WWE, 18-34, Social and Current Marketing Plan. From here we branched off what we had in mind. This helped us gather a sheet of what WWE currently have.
We thought about the target audience very carefully also, which led us to think about insights which could potentially lead us to ideas.
First Initial Insights:
Millenials have little knowledge of fitness and training
Obesity amongst young people is at its highest
Young people have a lot of pressure to aspire to look a certain way
Which can lead to eating disorders, depression, suicide.
From this small list of insights we came up with, we thought these would be good to build a concept around health and fitness. Seeing as the wrestlers are in good shape all year round and have to be for their job, we felt if we created a concept based around how the wrestlers do it essentially, how they train, a natural unedited insight to a superstars regime. To offer young adults both knowledge and advice into improving their lives. Seeing as the target audience most probably watched WWE at least once in their lives, and also may have looked up to a superstar, this concept would be a good nostalgic way to reconnect with the audience.
Here is a list of the ideas we developed from the insights:
TRAINING/NUTRITION SHOW, DAY IN THE LIFE OF
COULD APPEAL TO BOTH CHILDREN GROWING UP, INSPIRE, EDUCATE AND INFORM YOUNG MEN INTO FITNESS ETC
BOOM IN PEOPLE INTO THE GYM ETC? INSIGHT?
COULD JOIN UP WITH BRANDS/CLOTHING
COULD FOCUS ON TEENS OR YOUNG MEN
SNACKDOWN / NO
MAN VS CENA / MAN VS BEAST - FIGHT SHOW / EACH WEEK THEY FIGHT IN DIFFERENT COSTUMES I.E SUMO, LOG, CHICKENS, WEIRD SHIT.
Over 10 weeks have 1 different contestant take on Cena in the arena
Each week have a different scene/costume/suited to the contestant to give an advantage.
Have a cash prize to win such as $250,000 to gain maximum views etc.
Top 3 guys who do the best come back and have a finale against him again.
Be both serious but with banter involvd, like takeshis castle level.
Everybody would watch as seeing general public normal people up against the pros is always funny
Inspired off the name RKO or Randy Keith Orton's classic move.
A whacky japanese inspired game show where Wrestlers are paired up against pairs from the public competing in a series of classic nostalgia arcade games.
WHACK A MOLE
PUNCH O METER
HEAD TABLE FOOTBALL
SO YOU THINK YOU'RE A SUPERSTAR?
ZERO TO HERO
...it's "Biggest Loser" meet "WWE". Take 15 severely out of shape guys (and/or girls) and train them to be WWE wrestlers. After the first few weeks (say 6 weeks), each week two fight each other and the loser leaves the show. Winner gets a WWE contract.
Reality tv show
Each contestant is paired with a superstar and they train, eat, live like they do for a certain amount of weeks to compete.
Audience gets to gain an insight into what it takes to become a superstar
Gains insights in
The next stage of the process was to select one and take it forward. We came up with the name SNACKDOWN. Which was the ultimate jackpot name integrating WWE’s current show but with a health and fitness twist. It was soon clear the only legs on this idea was the actual name so we decided to ditch that and go for ARCADE’O The Randy Orton Arcade Show.
We got heavily inspired by both our tutor who reminded us that with our ideas, we need to be WACKY and OUT THERE. Somehow we ended up watching funny japanese game shows during class, which led us to building our ARCADE’O Concept.
Using Randy Orton as the presenter would not only sell the show due to his history in WWE but his name would attract almost anyone who has been on the internet in the world of memes. Meme culture being extremely popular with millennials especially. The insight we built this concept off was “I wonder what wrestlers are like outside of the ring”. This was chosen from a list of other insights revolved around the wrestlers being muscular etc.
The logistics of the show would work very simply. There would be a series of games but not ordinary games. Games such as Whack a mole, human tetris and pac man but these games would almost be jacked on steroids. In other words they will be physical sized over the top hypereal sized versions. Almost making it much more challenging for the wrestlers as they are big as it is. The wrestlers could be battling it out vs their ring side enemies, or it could either work using the RAW vs SMACKDOWN format which people are familiar with. Playing a series of these games it would show to our audience a different side to the superstars. As in the ring they are very much acting. Where as this show could unveil their true personalities, showing who's the most competitive, who will get the most pissed off etc.
The promotion side of things for ARCADE’O would be simple as well. The price of the show would vary dependant on which production route the client chooses. If they were to select the weekly live show route, this would increase the overall cost massively as it would be a weekly studio production. The other route in which to choose would be filming over a 3-4 week period. This would allow you to capture the best moments, edit the content and bank it to slowly release the episodes over say a 6 month period.
Promoting the show would see the use of three outlets. From our research we have chosen to go with bumper ad’s on youtube and twitch, why? Because online video streaming is the most popular format for 18-34 year olds to watch content. Also bumper ads are the cheapest most effective way of grabbing our targets attention as they are short sweet little teasers of the show. This could feature maybe a takeout mid game or a funny moment then cut at that. The final outlet would be using instagram stories a few days before the streaming of the show, using instagram polls or the slider bar, the audience could engage by voting who they think would win in a certain game. Nothing over the top just simple engaging methods to gain a hype around the show.