WWE Pins Down Marketing Efforts For 'SummerSlam'


World Wrestling Entertainment will  make a big marketing splash for its Aug. 13 SummerSlam pay-per-view event in Los Angeles by posting WWE-related videos on a sports blimp flying over several Major League Baseball games.

WWE will partner with DirecTV to broadcast WWE footage on the satellite company's Directive Starship blimp as it hovers over the Aug. 6 Boston Red Sox/New York Yankees game and the Aug. 13 Florida Marlins/Cincinnati Reds game, according to the wrestling outfit.

The company will also offer a live interactive experience prior to the event. The SummerSlam Axxess event, which runs Aug. 12-13, will be held at LA Live  and will allow fans to meet their favorite WWE Superstars and Divas, as well as opportunities to play video games and visit sponsored-themed exhibits.

The WWE has also partnered with moble multimedia company Jagtag to place 2D barcodes on 700,000 direct mail pieces that will allow
consumers to download WWE-produced videos to their cell phones.
Consumers can take and send a photo of the WWE-branded Jagtags with any
camera phone to receive a video of WWE Superstars and are automatically
entered to win a SummerSlam: The Complete Anthology DVD set.

The WWE will go into the local markets to deploy its Get R.E.A.L. project. The service will use WWE Superstars and Divas to deliver positive messages about Respect, Education, Achievement and Leadership to about 500 local students, according to WWE officials.

The WWE will also team with Los Angeles Mayor Antonio Villaragosa's office for a "Day of Service" in which volunteers will join WWE Superstars and Divas in three locations to paint murals for the Housing Authority at low-income rental units.

This year's SummerSlam will be sponsored by Slim Jim and 7-Eleven.