Overview

• WWE identified India as a priority market, given the viewership statistics and engagement data
• Objective was to build social media communities focused on Indian fans, and further boost loyalty

Launching WWE India on Digital

• Started posting geo-targeted content to Indian fans on the official WWE Facebook page (global)
• Created dedicated Twitter handle for WWE India to interact with fans in real-time
• Started hosting contests on Twitter and giving away official WWE merchandise
• Contests were themed around weekly programming (Raw, Smackdown) and Monthly Specials
• Fans went crazy when they started seeing a localized touch in the content, especially on festivals

Superstar Visits to India

• Analyzed digital chatter in India to identify the Superstars that Indian fans love the most
• Superstars like The Big Show and Bad News Barrett were flown to India in the first year itself
• Hosted social media contests with meet-and-greet gratifications to further amplify such visits

Cherry on the Cake

• Growth in Indian fanbase on Facebook was explosive after the localization of content began
• The Indian fanbase surpassed the US numbers within 2 months of the launch, with zero ad spend
• India continues to be the country with most WWE fans on Facebook, even on a few Superstar pages
• This gave WWE the confidence to further focus on India, leading to live-airing of events like RAW
• Even the TV Programming was then Indianized with new shows like Raw Sunday Dhamaal