DIGITAL MARKETING PLAYBOOK

WOW: WOMEN OF WRESTLING

SEASON ONE SOCIAL BREAKDOWN

• Show Premiere Date – 1/18/19 – 9/8c

• Run of Show – Eight Episodes with West Coast re-air each night after the premiere
• Official Showpage – http://www.axs.tv/programs/women-of-wrestling/
• Facebook Pages – AXS TV, AXS TV Fights, and WOW Superheroes
• Twitter Handles – @AXSTV, @AXSTVFights, and @WOWsuperheroes
• Instagram Handles – @AXSTV, @AXSTVFights, and @WOWsuperheroes
• Hashtag(s) – #WOWSuperheroes, #WomensWrestling, #womenofwrestling
• Fighter Backgrounds and Handles – Available for download here

MAIN GOAL
To find fans of women’s wrestling and to introduce them to our newest series.
To fold WoW into AXS TV’s already strong tradition of combat sports on AXS TV on
Friday Nights.

CONTENT AVAILABLE
• AXS TV Promos
• Native video and YouTube
• Teaser, Episodic Promos, Friday Night Fights Umbrella Spots
• Uploaded by AXS TV & AXS TV Fights and made available for crossposting
• AXS TV Sneak Peeks
• Cliffhanger episodic sneak peek for social
• Longer-form episodic sneak peeks for texting club, made available for social uses after the
episode airs
• Uploaded by AXS TV & AXS TV Fights and made available for crossposting
• Photos
• Stills from AXS TV Shoot
• Stills from matches
• Stills provided by WoW
• Uploaded to AXS TV & AXS TV Fights
• Meet The Superheroes
• Videos edited by AXS TV Social Team
• :30-:45 Intro videos for 4-6 wrestlers
• Will be created by 12/31
• Uploaded by AXS TV & AXS TV Fights and made available for crossposting
• Action Pump Up Videos
• Videos edited by AXS TV Social Team
• :10-:20 of Wrestling Action for 4-6 wrestlers
• Will be created by 1/10/19

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CONTENT AVAILABLE
• Facebook Live
• Meet the superheroes long-form pieces strung together
• Stream Date TBD, aim for week of premiere
• ALL ASSETS TO BE MADE AVAILABLE TO AXS TV AFFILIATE MARKETING TEAM
and WoW
• Skylar & Marc will be responsible for outreach to WoW - Kristen Garner

INTERACTIVE SOCIAL ELEMENTS

• Cup and T-Shirt Giveaway
• Email Signup on Tradeable Bits
• Using the application “Tradeable Bits”, we will create an email signup form to enter
• If fans share the link on social, it increases their chances of winning
• GIVEAWAY URL (XXX)
• VuPulse
• AXS TV to provide a special link that allows users to click and set their DVR directly from the
web that will be active two weeks before show
• Link to be included in Facebook non-paid, Facebook paid, Twitter non-paid, Twitter paid,
Instagram, Website, SMS, Email, Search, Banner, Canvas
• Skylar to create CTA, description, and landing page assets
• SMS Texting Club
• Text WOW to 63661
• Tate to create texting spot
• Shane to create L3 graphic to run during show
• Post an extended sneak peek on a daily basis for text club only
• Club members will get tune in text with NJPW fights on Friday
• Possible Live Tweet with Wrestlers
• Marc and Skylar to coordinate with Kristen Garner from WoW

TACTICS
• AXS TV will deliver a posting schedule for both AXS TV and WoW
• AXS TV will deliver video assets to WoW at least one week in advance of scheduled posting date
and will include suggested posting language with each asset
• AXS TV will use Facebook Fan groups to push video and still photo content
• Groups include but aren’t limited to: Wrestling Fans, 80s fans, 70s fans, Women of
Wrestling Fans
• Use email campaign to push “Program of the Night” messaging along with NJPW
• Find wrestling blogs and pages to push video content on Facebook and Twitter
• Upload extended clip to IGTV after each episode airs.
• Create a “Meet the Superheroes” Instagram Story

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TIMELINE
• 12/7/18
• Post program teaser across social media
• Publish WoW showpage on the AXS TV Website
• Disseminate WoW Digital Marketing Playbook

• By 12/21/18
• Send FAQ to WoW for their use
• Establish texting list and keywords
• Deliver show posting schedule

• By 12/31/18
• Increase posting tempo to 2-3 times per week
• Have all of the individual “Meet The Superhero” videos created
• Create cup and t-shirt giveaway
• Send out first SMS content blast

• After 1/4/19
• Increase posting tempo to 3-5 posts per week
• Have all hype videos created.
• Establish a date for Facebook Live and Wrestler Tweet-alongs

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AXS TV FAQs
WHAT IS AXS TV?
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AXS TV is a partnership between founder Mark Cuban, AEG, Ryan Seacrest Media,
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AIR AGAIN?
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DOES AXS TV PROVIDE FREE ON DEMAND PROGRAMMING?

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on demand.
To check out AXS TV’s on demand schedule visit: www.axs.tv/schedules/free-on-demand.

Setting your DVR is strongly encouraged if a viewer is unable to watch a particular program or concert
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