Sports entertainment company WWE has updated its flagship app to include WWE Active, a second screen experience that includes the delivery of live match continuation, backstage content, polls, trivia and information on WWE Superstars and Divas.
According to Perkins Miller, executive vice president of digital media for WWE, “During commercials, fans are [now] able to see exclusive backstage interviews or an exclusive backstage shoot from earlier [that day] on mobile devices and tablets.”
WWE Active will provide a second screen experience customized for Monday Night Raw, SmackDown and WWE Main Event. Using mobile location technology, users can also order tickets to local events, watch and purchase pay-per-views and buy merchandise via WWEShop.com.
Pay-per-view content includes programming like WWE’s Tables, Ladders and Chairs, which will air on December 16.
The WWE app launched for iOS and Android devices in August. It has more than 2.7 million downloads. The app had 20,000 downloads when it added WWE Active on December 3.
The WWE app, powered by Bottle Rocket Apps, is free and can be found in Apple’s iTunes App Store and Android Marketplace.
Pre-existing features include breaking news, videos, photos and WWE Universe, a localized social feed that shows users who is tweeting about WWE nearby.
Of WWE Universe, Miller says, “If you’re in Chicago, Sacramento, or Bridgeport, you can localize yourself in the app and see who’s tweeting about [WWE] in your town.”
WWE has 10.7 million likes on Facebook and 1.9 million followers on Twitter.
“85% of people are using mobile devices, so what we want to do when they’re watching the programming is give them something that will engage and entertain,” Miller says.
WWE also has a WWE Sticker app with images of WWE Superstars like John Cena, Triple H, CM Punk and Beth Phoenix. Users can find and place stickers in Matching Mode, create scenes in Sandbox Mode and share in Scrapbook Mode. After launching in August, it is available for $1.99 from iTunes.
Programmatic is taking over the digital advertising world, and at an even faster rate than expected, according to eMarketer, which raised its forecast for programmatic ad spending in the U.S. on the back of growth in mobile and video programmatic buys.
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