By Barry Janoff
Originally Published In MediaPost
November 28, 2016: It seems as if WWE’s WrestleMania is not itself without Snickers.
For the second consecutive year, Snickers has satisfied its hunger by signing a deal to become the exclusive presenting partner for WrestleMania 33, which is scheduled to take place on April 2, 2017 in the Orlando Citrus Bowl.
The Mars Inc. brand, a long-time WWE partner, was the exclusive presenting partner for WrestleMania 32 this past April, receiving some 1.5 billion media impressions from the effort.
Financial terms of the pact were not shared.
"When it comes to displaying the 'hunger symptoms' that Snickers satisfies, nobody embodies them better than WWE Superstars," said Allison Miazga-Bedrick, director for Snickers Brand. "We’re back for a second consecutive year as the presenting sponsor of WrestleMania 33 to once again share our 'You’re Not You When You’re Hungry' message to an extremely engaged WWE fan base in unique ways."
Snickers will up the ante on marketing support from WrestleMania 32, when several WWE personalities were featured in the brand’s trademark "You’re Not You" campaign, which included Paige, Roman Reigns, Michael Cole (WWE Announcer) and Ric Flair.
According to Snickers, a new "You’re Not You When You’re Hungry" effort will be anchored by TV to encompass WWE Network, which has more than 1.8 million subscribers worldwide; and such WWE flagship TV programs as Monday Night Raw and SmackDown Live on USA Network.
Snickers’ lead agency is BBDO.
WWE has already released a teaser spot on YouTube, "Witness WrestleMania 33," with the tag line, "On April 2, 2017, the world will converge in a magical place.
As part of Internet, social media and retail efforts, Snickers said it would activate a "complete brand takeover" of WWE’s YouTube channel the day of WrestleMania 33 and "custom digital and social content, including a Snapchat live story."
In addition, WWE will involve its Twitter (8.4 million followers) and Facebook (34.7 million Likes) destinations.
As part of the WWE’s new strategy to bundle its jewel events, Snickers will have a presence at WWE live events the week prior to WrestleMania 33. They are scheduled to include WrestleMania Axxess, WWE’s four-day, interactive fan festival in the Orange County Convention Center; and the 2017 WWE Hall of Fame Induction Ceremony, NXT TakeOver, Monday Night Raw and SmackDown Live, all scheduled for Orlando’s Amway Center.
WWE and Snickers will also join in "more than a dozen activities designed to give back to the host community," including Be a Star anti-bullying rallies, hospital visits and Make-A-Wish events.
WWE and its marketing partners saw tremendous response to WrestleMania 32.
The event generated $170.4 million in direct, indirect and induced impact derived from spending by visitors to the Dallas/Arlington region — including $25 million spent on hotels and accommodations and $8.4 million in area restaurants — and also generated about $23.8 million in federal, state and local taxes, according to a study conducted for WWE by the Enigma Research Corp.
WWE said that was a new record for WrestleMania’s economic impact and marked the fifth consecutive year that WrestleMania generated more than $100 million in economic impact for its host region.
In addition, the crowd of 101,763 fans in AT&T Stadium (home to the NFL’s Dallas Cowboys) made it the best-attended event in WWE history.
Orlando Citrus Bowl seats about 70,000, so WWE will fall short of setting an attendance record.
None the less, both WWE and Snickers are hungry for WrestleMania 33, which is expected to see the participation of such icons as Brock Lesnar, Goldberg, Roman Reigns, John Cena and The Rock; and possibly UFC champion Conor McGregor.
According to Michelle Wilson, WWE CMO and chief revenue officer, "We are excited to partner with Snickers for the second straight year as we aim to raise the bar in bringing their award-winning 'You’re Not You When You’re Hungry' campaign to life in entertaining ways that only our WWE Superstars can.
"As the exclusive presenting partner of one of the biggest sports and entertainment events in the world, Snickers will reach our global fan base that consumes content across all platforms," said Wilson.
WrestleMania 32 Smacked Down Record $170.4M In Fan Spending
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