Will Snickers Enlist Ronda To Help Sweeten WWE WrestleMania 34 Campaign? 
Monday, March 5, 2018 at 05:36PM
NYSportsJournalism.com in Ronda Rousey, Snickers, WWE, WWE, WrestleMania, WrestleMania, sports marketing

By Barry Janoff

March 5, 2018: WWE stars Roman Reigns, Brock Lesnar, Triple H, Alexa Bliss, John Cena and even Ronda Rousey are scheduled to be there.

And so will Snickers.

For the third consecutive year, Snickers will serve as the exclusive presenting partner for WrestleMania, arguably the biggest show and ancillary week of the year for WWE, with WrestleMania 34 scheduled for April 8 in the Mercedes-Benz SuperDome in New Orleans.

Snickers plans to ramp up its activation from the past two years, anchored by custom content produced by WWE for Snickers to include WWE superstars as part of Snicker’s humorous “You're Not You When You're Hungry” campaign (via lead agency BBDO, NY).

This year’s creative line-up for Snickers has not yet been revealed but could potentially include Rousey.

She officially signed with WWE earlier this year. When she made an unannounced appearance at Royal Rumble in January. she pointed to a WrestleMania 34 sign and later said, “That’s a pretty big fat hint that I’ll be at WrestleMania 34.”

It was revealed during WWE’s Monday Night Raw on USA Network (March 5) that Rousey would team with Kurt Angle to take on Stephanie McMahon and Triple H in a Mixed Tag Match at WrestleMania 34.

Last year’s roster of WWE stars who appeared in WrestleMania-related Snickers creative included Ric Flair, The Miz, Sheamus, Baley and Charlotte Flair.

Snickers is also planning on-site activity at WrestleMania Axxess, WWE's four-day, interactive fan festival.

Among other activation, Snickers will be presenting sponsor for the free to the public WrestleMania block party in Champions Square outside the Mercedes-Benz Superdome; will have presence at such WWE live pre-WrestleMania events as Monday Night Raw and SmackDown Live on USA Network; and POP.

Custom digital and social content will see Snickers present a branded WWE.com and YouTube series hosted by WWE digital correspondent Cathy Kelley. Snickers also plans to leverage WWE's Instagram page, with more than 14 million followers, via a sponsored story on the day of WrestleMania.

In addition, Snickers is running a retail sweepstakes on U.S. military bases that will give 25 winners free access to stream WrestleMania on WWE Network.

Snickers said that its presenting partnership with WrestleMania 33 (pictured) last year “resulted in nearly 3 billion impressions across WWE's global platforms.”

"We're thrilled to partner with WWE for a third consecutive year as the presenting sponsor of WrestleMania 34 in New Orleans," Michael Italia, senior brand manager for Snickers, said in a statement.

”The animated personalities of WWE cannot afford to be hungry in the ring, which makes our partnership that much more of an authentic extension of our 'You're Not You When You're Hungry' campaign. We're eager to connect with WWE's passionate fan base in person and across social media this year, as this event continues to grow in attendance and engagement,” said Italia.

WrestleMania has become a week-long event that this year in New Orleans will encompass WrestleMania Axxess (in the Ernest N. Morial Convention Center); and four live events taking place in the Smoothie King Center: the 2018 WWE Hall of Fame Induction Ceremony, NXT TakeOver, Monday Night Raw and SmackDown Live.

WWE said it would also host activities designed to give back to the local community during WrestleMania Week, including "Be a STAR" bullying prevention rallies, hospital visits and Make-A-Wish events.

According to John Brody, WWE evp-global sales & head of international, “As one of the biggest sports and entertainment events in the world, WrestleMania will again provide Snickers a global platform to deliver their award-winning 'You're Not You When You're Hungry' campaign.

“Our continued WrestleMania partnership with Snickers is a result of innovative and entertaining collaborations that engaged our passionate fans worldwide."

WWE anticipates another major response to WrestleMania 34 following last year’s event, which WWE said was the most-social event in its history. In addition, it set a new Orlando Citrus Bowl attendance record of 75,245 fans and was the highest-grossing event in the stadium's history at $14.5 million.


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