Understanding that WWE exists as an entertainment and sport hybrid, we set out to create content that would bridge the gap between the two disciplines and also engage both media sets on their own terms. Our work provides insight into the lives of WWE’s superstars, consistent updates, and ongoing breaking news and hypes up the big events.
A key facet of our strategy involves strategically aligning WWE to other popular SA sports; creating a link in order to drive interest among local rugby and football fans.
A standout execution in this space involved an Instagram Live conversation between Tendai ‘Beast’ Mtawarira (who had recently moved to the USA to pursue his rugby career there) and Ghanaian WWE superstar Kofi Kingston. The two discussed their common experience of trying to make a name for themselves as African sportspeople in America with Beast even hinting at a future WWE appearance.