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  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

See How WWE and Its Brand Partners Engaged Fans During WrestleMania 38

Brands like C4 Energy, Peacock and 2K Games kept attendees entertained outside the ring.

Michele Laufik
April 28, 2022

WrestleMania 38WrestleMania 38 took place on April 2 and 3 at AT&T Stadium in Arlington.Photo: Michele Laufik/BizBashDALLAS—A young fan happily takes a seat in a prop electric chair and smiles. Another attendee dishes out $400 for a shiny championship belt. A couple says “I do” while their wedding party looks on. This is WrestleMania.

And like most live, in-person tentpole gatherings, the main event (in this case, Roman Reigns versus Brock Lesnar) pales in comparison to the overall fan experience that happens outside the ring.

Earlier this month, WWE hosted WrestleMania 38, a multi-day experience that the company calls a “pop-culture extravaganza.” In addition to the two-night main event, which took place on April 2 and 3 at AT&T Stadium in Arlington, Tx., the media organization also set up its Superstore Axxess at the Kay Bailey Hutchison Convention Center in Dallas from March 31-April 4. Here, “members of the WWE Universe” (aka fans) were able to shop a huge collection of merch, browse memorabilia displays, participate in WWE-themed activities and purchase tickets to premium experiences within the store, including panel discussions featuring past and present WWE wrestlers.

That’s where fans could enter the “Undertaker's Graveyard,” which included photo ops (like the electric chair), memorabilia and recreated sets from some of the popular WWE star’s iconic storylines. The four-time champion was inducted into the 2022 WWE Hall of Fame during WrestleMania week.

Superstore Axxess tickets were priced at $10 and included unlimited entries into the space for all five days. Once inside, attendees could then purchase additional tickets to “premium experiences,” including the Undertaker’s Graveyard, Alexa’s Playground, Miz TV and The KO Show sets, Superstar Entrance (where fans were able to act out their favorite wrestler’s entrance with walk-in music and graphics) and Call A Match presented by Snickers, each starting at $10. Access to the panels was also an additional charge. In the past, the general admission ticket had cost more but included access to the premium experiences.

The WWE reports that WrestleMania 38 was the highest-grossing, most-attended event in the company’s history, with 156,352 fans in attendance over the course of two nights, surpassing the previous gate and attendance records set by WrestleMania 32 in 2016. Plus, for the first time, the event boasted two presenting partners: Snickers and WWE 2K22.

According to analytics firm Conviva, the event saw a record 2.2 billion impressions across all social media platforms, compared to 1.8 billion for Super Bowl LVI. In addition, WWE amassed 1.1 billion video views across various social media networks, 13.1 million hours of video watch time and 87 million engagements over the weekend of the event. WrestleMania 39 is set to take place in Los Angeles at SoFi Stadium and Hollywood Park on April 1 and 2, 2023.

See more from the fan experience and brand activations at WrestleMania 38.

WrestleMania 38
WrestleMania 38
WrestleMania 38 took place on April 2 and 3 at AT&T Stadium in Arlington.
Photo: Michele Laufik/BizBash
Superstore Axxess
Superstore Axxess
At the Kay Bailey Hutchison Convention Center in Dallas, the WWE set up its Superstore Axxess, where fans were able to shop a huge collection of merch, browse memorabilia displays, participate in WWE-themed activities and purchase tickets to premium experiences within the store.
Photo: Courtesy of WWE
WrestleMania Panels
WrestleMania Panels
Fans were able to attend panel discussions featuring past and present WWE stars to hear behind-the-scenes stories.
Photo: Courtesy of WWE
The Undertaker's Graveyard
The Undertaker's Graveyard
The “Undertaker's Graveyard” included photo ops, including one with an electric chair (pictured), plus memorabilia and recreated sets from some of the popular WWE star’s iconic storylines.
Photo: Courtesy of WWE
The Undertaker's Graveyard was one of the premium experiences inside Superstore Axxess.
The Undertaker's Graveyard was one of the premium experiences inside Superstore Axxess.
Photo: Courtesy of WWE
WWE2K22's Gaming Lounge
WWE2K22's Gaming Lounge
Presenting partner Take-Two Interactive set up a makeshift, living room-style spaces where fans could play its WWE2K22 video game.
Photo: Courtesy of WWE
Call A Match Presented by Snickers
Call A Match Presented by Snickers
Fans were able to sit at an announcer’s table and record their call of a WWE match.
Photo: Courtesy of WWE
Peacock Parlor
Peacock Parlor
The streaming service’s traveling activation featured a branded tattoo parlor where fans received custom airbrushed tattoos showcasing their favorite WWE iconography. Last year, the WWE signed a five-year streaming deal with the NBCUniversal platform that includes WrestleMania and other premium WWE events.
Photo: Courtesy of WWE
Peacock's Yellowstone Bunkhouse
Peacock's Yellowstone Bunkhouse
Peacock also celebrated the launch of Season 4 of Yellowstone, which is streaming on the platform, by hosting an experience inside AT&T Stadium. The space was transformed into a cowboy’s bunkhouse where guests were fitted for custom boots by Wild Bill's Western Wear and offered a whiskey tasting and small bites inspired by the show.
Photo: Michele Laufik/BizBash
2K Games’ “Match Made in Heaven” Contest
2K Games’ “Match Made in Heaven” Contest
Prior to the event, 2K Games, which recently released the WWE 2K22 video game, hosted its “Match Made in Heaven” contest, asking couples to submit a video sharing why they deserve to be united in “match-rimony" in order to win a WWE-theme wedding celebration at WrestleMania. Two lucky couples were chosen. WWE stars served as maids of honor and best men.
Photo: Courtesy of WWE
C4 Energy
C4 Energy
C4 Energy refined the traditional “meet-and-greet” with a hologram activation produced by creative production agency Times10. The seven-foot-tall interactive hologram booth transported WWE stars Roman Reigns, Bianca Belair and Montez Ford into Superstore Axxess. Rajaa Grar, chief digital and marketing officer at Nutrabolt, which owns C4, said that the brand plans to bring the activation to future WWE events this summer. “This activation created that next-level excitement we were hoping for and an insanely positive reaction,” she said.
Photo: Courtesy of C4
C4 Energy
C4 Energy
Fans could also step into the ring with the brand’s video activation that produced commercial-grade video content using a robotic arm.
Photo: Michele Laufik/BizBash
C4 Energy
C4 Energy
Outside AT&T Stadium, energy drink brand C4 Energy handed out samples throughout the weekend and debuted its new “Ignite Your Fire” tour bus setup, which featured an optical illusion experience.
Photo: Courtesy of C4
Cricket Wireless
Cricket Wireless
Cricket Wireless was on-site offering interactive games at Superstore Axxess.
Photo: Courtesy of WWE
Rob Schamberger's Live Painting
Rob Schamberger's Live Painting
Rob Schamberger, who’s known for his portraiture of professional wrestlers, was on hand doing a live painting.
Photo: Courtesy of WWE
Snap Lens
Snap Lens
WWE teamed up with Snap’s Arcadia creative studio on a new augmented reality lens featuring WWE’s Roman Reigns. The lens featured a 3D model of Reigns bursting out of a billboard when the Snapcode was scanned.
Photo: Michele Laufik/BizBash
Nextbite’s WWE Smackadillas
Nextbite’s WWE Smackadillas
Virtual restaurant company Nextbite launched a WWE-themed, delivery-only restaurant in the Dallas area ahead of WrestleMania. WWE “Smackadillas” were available via DoorDash, Uber Eats and Grubhub until April 11.
Photo: Courtesy of Nextbite
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