Stephanie McMahon Discusses ‘White Rabbit Project,’ Getting A Horror Writer And Record Store Involved

At WWE Extreme Rules, Bray Wyatt made his return to the company over a year after his release. 

His return was teased as part of The White Rabbit project that started at WWE live events with “White Rabbit” by Jefferson Airplane playing and gained social media buzz, featured QR codes popping up on WWE television. 

Speaking at the Wells Fargo 2022 TMT Summit, Stephanie McMahon discussed The White Rabbit Project and Triple H’s creative vision. 

“In terms of in-ring content, under Paul Levesque, it’s one of the key strengths that he was one of the biggest performers in the history of our business. He understands what it takes to be a successful superstar, one of the most successful. He understands audience connection and how to create content in a way I don’t think many do. When you think about the changes he’s made, the talent he’s brought back, not only bringing back stars, but how he’s doing it,” she said. “For example, we were bringing back one of our biggest stars, Bray Wyatt, whose character is a bit of a cult-type leader. We used a multi-media approach and hired a horror writer to help us craft this narrative so fans were engaged. We started doing QR codes randomly in the background. It’s what we called the White Rabbit Project. There were interactive games, there were different misleads. We had one puzzle that was coordinated to a record store in Corbin, Kentucky that was White Rabbit Records. It happened to be that the people at the store played along. Our fans would call and ask, ‘What’s going on? Is someone returning? What’s happening at WWE?’ They would use some of the language we were using in the campaign and then hang up the phone. One of the codes drove us to a date, and that date happened to be the SmackDown that was happening. It looked like it could be a date or a time code, September 23 or 9:23. At 9:23, we saw viewership increase 20% over that time period. It’s strategies like that, that work because the audience is different and they’re growing and evolving. Some people want to have a lean-back experience, and that’s great, but a lot of people want to engage deeply and have fun and have misleads and misdirections. The worst thing in the world is when things are predictable from a content perspective. We want to make them unpredictable.”

WWE has kept the QR codes going as part of Bray Wyatt’s return with codes leading to messages and phone numbers to further the story with Bray and the recently introduced Uncle Howdy. 

Fans can find Triple H’s comments on The White Rabbit project by clicking here. 

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