Bringing the WWE experience to Perth. Every hour, on the hour.
The Situation
Binge is one of Australia’s biggest video streaming services, but they weren’t known for their live sports coverage in a market obsessed with sports. So when they needed to announce the arrival of one of the biggest live streaming events of the year - the WWE Elimination Chamber in Perth, Western Australia – they did it in a way that’s just like the wrestling: loud, well-scripted, and willing to break the rules a little.
The Situation
Binge is one of Australia’s biggest video streaming services, but they weren’t known for their live sports coverage in a market obsessed with sports. So when they needed to announce the arrival of one of the biggest live streaming events of the year - the WWE Elimination Chamber in Perth, Western Australia – they did it in a way that’s just like the wrestling: loud, well-scripted, and willing to break the rules a little.
The Idea
Perth, one of the most isolated cities in the world, also just happens to have one of the largest musical bells on Earth in the Perth Bell Tower. And by pulling a few strings, we were able swap out these iconic bells for an even more iconic bell – the wrestling bell of the WWE.
In the weeks leading up to the event, the classic ‘Ding Ding Ding!’ bell sound that starts every WWE match echoed throughout Perth, every hour on the hour. The WA public were left to discover this sonic change on their own, which led to online buzz and questions from the media. We began by drip-feeding the story to influencers and the media, which culminated in the reveal that Binge were the ones behind the new bell ‘Ding’ with a video showing WWE Superstar Grayson Waller ‘breaking into’ the Bell Tower and switching up the bells.
All of this created generated massive amounts of earned media impressions, all while being 100% ownable by Binge and the WWE.
The Idea
Perth, one of the most isolated cities in the world, also just happens to have one of the largest musical bells on Earth in the Perth Bell Tower. And by pulling a few strings, we were able swap out these iconic bells for an even more iconic bell – the wrestling bell of the WWE.
In the weeks leading up to the event, the classic ‘Ding Ding Ding!’ bell sound that starts every WWE match echoed throughout Perth, every hour on the hour. The WA public were left to discover this sonic change on their own, which led to online buzz and questions from the media. We began by drip-feeding the story to influencers and the media, which culminated in the reveal that Binge were the ones behind the new bell ‘Ding’ with a video showing WWE Superstar Grayson Waller ‘breaking into’ the Bell Tower and switching up the bells.
All of this created generated massive amounts of earned media impressions, all while being 100% ownable by Binge and the WWE.
The Stats
$0 Media Spend.
500k organic views.
3k+ social shares.
2.1M impressions.
$100k earned media
And 504 bell rings.
The Stats
$0 Media Spend.
500k organic views.
3k+ social shares.
2.1M impressions.
$100k earned media
And 504 bell rings.