WWE upgrades online campaign

World Wrestling Entertainment (WWE) is boosting its online marketing campaign with the launch of the company?s new social-networking site ?WWE Universe,? along with an improved video player on the WWE home page.

WWE Universe allows fans to interact with one another, as well as with selected WWE Superstars. The live blog feature has interactive commentary during special events and pay-per-view broadcasts. The site also has message boards and chat rooms that connect fans to each other.

?WWE Universe is the first social-networking site specifically designed and developed for the WWE online community," said Brian Kalinowski, the GM of digital media, WWE. ?We are very excited to provide an online destination that WWE fans can call home.?

On the other hand, the new video player will offer more opportunities for sponsorships, product integration, and branded content. Currently, WWE.com has an online video advertising channel that has more than 1,500 web-exclusive videos, including interviews, recaps, and news. Since the introduction of the new player, video viewing has increased by 77 percent.

According to Joe DelGrosso, ?This new video player launches the next generation of wwe.com.?  WWE?s senior VP of digital and sponsorship sales asserts, ?Our loyal audience will enjoy a stadium-like experience, sitting in the comfort of their own homes, viewing an unprecedented amount of video from our live events and web-exclusive programming. Advertisers will get top billing through pre-roll ads, premium adverting real estate, and creative custom solutions to help them achieve their marketing objectives.?