Comcast Boston Hypes WWE 24/7 Launch

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Duck boats filled with wrestlers will be prowling the streets of Boston Aug.19 to trumpet Comcast’s launch of WWE 24/7 in the operator’s on-demand lineup.

The company is using the city’s amphibious tourist boats as part of its broad marketing strategy to raise interest in the new content and in the annual SummerSlam pay-per-view event scheduled Aug. 20 at TD Banknorth Garden in Boston.

WWE is sending performers Jimmy Hart, Hacksaw Jim Duggan, Ron Simmons, Ted Dibiase and Mene Gene to host the Comcast event.

According to WWE, Comcast has committed to participate in the programmers “Biggest Party of the Summer Sweepstakes.” Support includes a mailing of 250,000 postcards, use of cross-channel spots, email blasts and an online presence such as a micro site (www.comcast.com/getwwe). At that site, Comcast is also taking orders for the SummerSlam.

For its part, WWE is arranging a reading program with local Boys and Girls Clubs. Participants will be awarded for their literacy with tickets to SummerSlam, or with VIP access to the duck boat tour.

Comcast will benefit from promotion of the locally staged event, such as radio interviews with the wrestlers scheduled in the market, and the placement of banners, t-shirt give-aways and other local WWE promotions.

The two will also use their own media, covering the duck boat tour by either WWE TV or CN8, Comcast’s regional news network.

WWE is trying to book one of its wrestlers, Jon Cena, as the celebrity coin-tosser to begin a New England Patriots pre-season home game against the Arizona Cardinals on Aug. 19.

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