It seems like World Wrestling Entertainment has found a new way to connect with their fans outside of their traditional television programs and PPV shows – they’re laying a smack down with social media, and it’s creating quite a buzz.

While the WWE’s popularity and profits have waned in recent years thanks in part to a fickle fan base and stiff competition from the UFC, they’ve come up with an interesting way to strengthen their brand and add a sense of realism to the scripted spectacle of professional wrestling.  A little context is needed:

Former WWE champion C.M. Punk created a stir at a recent WWE event when he gave a scathing on-air review of the company and the way it operated.  He won the title on the final night he was under contract with the WWE, forfeited it, and promptly left the company.  Or did he?

Fast forward two weeks:  The ousted champ showed up unannounced at a WWE panel at San Diego’s Comic Con.  Armed with a video camera (and an excellent guerrilla marketing strategy), he stormed into the panel and challenged another high profile wrestler to a bout.  But his videographer wasn’t the only one documenting the showdown.  Upon his entrance, seemingly half the room whipped out their smartphones and started rolling.  Within minutes, several different videos were posted on Youtube and Twitter, drawing the eyes of not only the wrestling world, but many old fans who had said “uncle” and quit the WWE a long time ago.

This particular digital strategy was a stroke of genius for the WWE, as it accomplished a few key things:

1)      It added a much needed element of realism to their product, something that’s been called into question over and over again.  They have deliberately taken to not mentioning the former champ’s name in their on-air programming  moving forward, lending credibility to the fact that this isn’t all staged (which in fact it is).  But is it interesting, blurring the lines and drawing eyes? Absolutely.

2)      Using Youtube and Twitter adds another layer for the fan base to engage with the WWE brand.  As a result of this stunt, many of these fans were able to post their videos of the showdown on Twitter and Youtube – the fans were allowed to break the news and add their voices to the narrative. What brand wouldn’t want such an engaged consumer?

3)      It’s  created a great ROI.  No major network television channels involved.  No expensive lights, cameras, and crews needed.  A camera, a compelling character, and an internet connection did the trick.

4)      It created a buzz, plain and simple.  Where will he strike next?  What will he do?  You had better check Twitter as he’s probably already hinting at it now.

You can watch the video here:

This is a great bit of engagement on behalf of the WWE, which highlights the fact that brands need to think outside the box and utilize all communication tools that are at their disposal.  It could even end up saving them from going down for the proverbial ten count…

After months of heavy snowfall, salt build-up and winter grime, homeowners are eager to get outside to prepare their backyards, decks, garages and cars for summer fun and entertaining. To help deliver the message that pressure washers are one of the fastest, most efficient ways to tackle outdoor cleaning jobs, Canadian Tire invited media and consumers to three outdoor spring cleaning spectacles featuring the latest Karcher pressure washer. The events took place in early May in Toronto, Montreal and Vancouver.

High Road worked with local graffiti artists, Patrick Thompson, Howie Dowitt and Scott Sueme, who were challenged to create works of art using only a pressure washer on enormous 8×12 foot structures made from dirty fence and house siding. The unique art pieces were created free-hand over the course of three hours and demonstrated that spring cleaning doesn’t have to be a chore.

Passers-by in each city also had a chance to try their hand at pressure washer art while also getting to test out the hottest spring cleaning tool. Giant collective art pieces, with the aid of the graffiti artists’ stencils, were created by consumers, one spray at a time.

The final game might have been a disappointment, but the beginning of the World Junior Hockey Tournament was a great time. Last week in Buffalo, as team Canada fought through their preliminary matches during the World Junior Hockey Tournament, Canadian Tire was heating things up off the ice. Canadian Tire set up a Green Screen Display, reflecting the energy of the day’s events and inviting game attendees and hockey enthusiasts to gear up (literally) for exciting group shots with friends and family!

As fans lined up to snap a shot they were also encouraged to register with the Canadian Tire Hockey School – an online resource set up by Canadian Tire to provide information to anyone involved within the hockey community! Providing tips for parents, coaches, and players alike, the Canadian Tire Hockey School attracted a lot of attention among attendees from either side of the border.

From Boxing Day to New Years Eve, the atmosphere was rocking as Canadian Tire and High Road were able to gather over 1,100 registrations for the Canadian Tire Hockey School in only four days.  Hundreds of coupons and cool giveaways were distributed to the merriment of all who found themselves enthralled in the madness, and participants were ecstatic as they walked away with framed souvenirs from the day’s event.