🎉 2022 Shortlist
- Best Engagement Through NFTs or Digital Collectibles
ABOUT THIS ENTRY
WWE was a first mover in the NFT trend within the sports industry.
In April 2021, in partnership with Bitski, WWE announced its first-ever NFT showcasing iconic moments from The Undertaker’s legendary WWE career, just in time for the company’s biggest event, WrestleMania. The one-of-a-kind NFT drop proved to be a hit with WWE’s fanbase selling out in a matter of minutes. Capitalizing on the success of The Undertaker’s NFT campaign, WWE launched NFTs inspired by WWE Superstar John Cena before his highly anticipated main event match at SummerSlam in August 2021.
The success of WWE’s NFTs programs led to an exclusive multi-year agreement to launch an NFT marketplace for licensed digital WWE tokens and collectibles with Blockchain Creative Labs, the new NFT business and creative studio formed by FOX Entertainment and Bento Box Entertainment. The partnership marks Blockchain Creative Labs’ first-ever content alliance with an external property beyond FOX.
How does this represent “Excellence in Engagement”?
WWE’s ability to identify trends in the marketplace quickly allowed WWE to jump in the NFT arena as a global content leader and continue to explore new and creative ways to engage WWE’s passionate fanbase across the globe.
Objective: WWE is always looking to discover new and innovative ways to engage with and deliver even more entertainment to our fans around the world.
WWE has a competitive advantage through its unique ability to leverage the immense popularity of NFTs, as well as the activities surrounding trading cards and other collectibles, through the company’s wholly owned intellectual property. Capitalizing on the NFT trend in 2021, WWE looked to build out an NFT strategy around WWE’s larger-than-life Superstars that will excite fans across generations.
Strategy & Execution: In 2021, WWE saw an opportunity to leverage the NFTs trend and provide WWE with a new revenue stream while giving its fans an opportunity to own a digital piece of history.
In April 2021 leading into WrestleMania, WWE’s annual pop culture extravaganza, WWE unveiled the company’s first-ever NFTs showcasing iconic moments from The Undertaker’s legendary WWE career along with never-before-sold memorabilia and experiences. In partnership with Bitski, the exclusive drop was highlighted by a four-tier pricing structure featuring:
A one-of-a-kind NFT featuring The Undertaker;
A once-in-a-lifetime experience for two at WrestleMania 38 in 2022 at AT&T Stadium in Dallas, TX or WrestleMania 39 in 2023 at SoFi Stadium in Los Angeles, CA including two front row tickets, unprecedented VIP access and hotel accommodations;
A personalized video message from The Undertaker;
The Undertaker’s NFT program proved to be a hit—selling out in a matter of minutes. In August 2021, WWE released NFTs inspired by one of the biggest stars in Hollywood today, John Cena, before his highly anticipated main event match at SummerSlam. Additionally, to celebrate “Stone Cold” Steve Austin’s 3:16 Day, WWE launched an NFT collection exclusive during this year’s SXSW event for 316 lucky SXSW attendees.
Results: The successful results and extensive work behind these NFTs led WWE to announce a multi-year partnership with Blockchain Creative Labs, the new NFT business and creative studio formed by FOX Entertainment and Bento Box Entertainment. Deeping our relationship with FOX, this new, exclusive collaboration will create authentic NFTs that showcases WWE's catalog of digital assets, including iconic moments, Legendary Superstars and premium live events such as WrestleMania and SummerSlam.
In partnership Blockchain Creative Labs, in March 2022, WWE announced the name of WWE’s new NFT platform: WWE Moonsault, which is set to launch prior to WrestleMania 38 (taking place Saturday, April 2 and Sunday, April 3 from AT&T Stadium in Dallas, TX). Fans can go to the WWE Moonsault website wwemoonsault.com and sign up to receive additional details.