‘WrestleMania’ Pay-Per-View Promotion Hits the N.Y. Streets

Grappling Group Peppers Big Apple with Campaign Touting Cena, Rock Rematch
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The WWE is taking promotion of its April 7 WrestleMania 29 pay-per-view event to the streets of New York.

The grappling group hopes the outdoor promotional effort, coupled with a major marketing push on social media and the draw of the biggest media market, will help the event pin down more PPV buys than last year’s successful outing, which drew more than 1.2 million buys globally.

The event will take place in East Rutherford, N.J.’s MetLife Stadium, and the centerpiece is a rematch between WWE superstars The Rock and John Cena.

“It’s the biggest city in the world, and we think it’s the greatest stage of all,” Michelle Wilson, WWE chief marketing officer, said. “The fact that it’s the backdrop of WrestleMania makes it an even more global spectacle.”

Ads will be posted on streetlight poles, on Metro-North commuter trains and in the international terminals of the three major New York-New Jersey airports. WWE also will run 15-second spots 20 hours per day on HD video billboards in Times Square.

Additionally, WWE is making the PPV feed available for the first time on the Xbox game console and Samsung Smart TVs, with more alternative distribution platforms possible before the live event, Wilson said.

She predicted the additional outlets would not siphon PPV buys from traditional cable, satellite and telco distributors.

The suggested retail price on all platforms is $59.95, up $5 from last year, the first price increase in five years, Wilson said, noting that’s on par with most major PPV boxing matches.

Social-media support from distributors includes a DirecTV WrestleMania blog and WrestleMania promotional content on Time Warner Cable’s Facebook page. The WWE will air a one-hour, live WrestleMania pre-show on YouTube, Yahoo and AOL, Wilson said.