Knowing that almost 25% of its fans are under 18, WWE realized it had an opportunity to make a big impact on childhood literacy rates by leveraging the influence of superstars to encourage a love of reading in kids across the nation, but they needed the right platform to get the message out.

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We helped WWE team up with We Give Books and YALSA to create the WrestleMania Reading Challenge, an engaging online contest challenging students to read free books online for a chance to win a trip to WrestleMania and other great prizes.

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We transformed the We Give Books digital platform to convey the brand and messaging of WWE, creating an online destination where younger students selected a Superstar Reading Buddy and were asked to read at least one book to enter. Older students were each paired with a WWE pen pal and challenged to write an essay persuading the top superstar to read a favorite book of the student’s choosing. To date, over 100,000 readers have participated in the challenge.

 

The superstars of WWE didn’t stop at the digital world – they wanted meet their young fans to bring the challenge to life. We put our mobile events team to work visiting major WWE markets to deliver celebrity hosts for in-school Reading Celebrations. Our team created custom events, incorporating some of the biggest names in the business in literacy pep rallies that gave the stars a chance to convey the message that whether your dream is to become a WWE Superstar or a zoologist, reading is the first step toward success.