WWE

WWE.com

WWE is one of the largest entertainment media providers in the United States, offering international professional wrestling fans access to some 300 events per year in person, on WWE broadcast shows aired on various cable channels, and through the WWE Network, a new OTT offering available on smart TVs, gaming consoles, and online. Unfortunately, their web presence wasn’t providing their fans with an experience befitting the WWE brand.

A65ae9e945b59b9947efcaad1e0928056e9c1781

1

The Business Problem

After launching a subscription business in 2014, WWE was struggling with how to create both an engaging and differentiated .com experience while also driving fans to become network subscribers. Inspiring these conversions, and getting new users to understand the difference between WWE.com and the Network, was a matter of creating a clear distinction between free and paid content and experiences.

The WWE turned to Code and Theory for a re-imagined, modern, and functional .com experience. Our focus remained on helping them create an engaging content platform for both long time and new fans that allowed them to fully immerse in their favorite stars, matches and moments, all while maximizing the value of WWE's subscription business.

How can a single platform give fans the content they crave, and inspire them to become WWE Network subscribers?

2

The Experience Insight

WWE.com’s last update occurred five years prior. The site gave no consideration to advertising, monetization, or subscriptions. In redesigning WWE.com with subscribers in mind, we sought to drive more video and content consumption, increase social sharing and monetization opportunities, and convert fans into Network subscribers.

We instantly recognized that the heart of WWE’s business is content—exciting, engaging, inspiring content. As the system is structured, premium content is hidden behind a wall called “Network.” If a fan does not subscribe to the Network, they have to go Pay-Per-View. We realized that the new .com experience should centralize all free content existing around the Network—the highlights, tension, storylines, interviews—in order to path people to subscriber-only content available on the Network. Implementing a clear acquisition strategy to engage people on WWE.com, we gave fans a reason to deepen their relationship with the WWE brand with a Network subscription.

We also helped WWE explore the importance of mobile to their audience, in the sense of both introducing the brand to new fans as well as being a primary consumption environment for today’s users.

The key to WWE’s success is excitement. We had to replicate and extend that excitement in digital, and keep fans hungry for more.

A3899fc0dca71f506f947fa43cadd8bc2620bcec

3

The Solution

Perpetual Video Explorer

We built a Video Explorer to live at the top of the screen, offering contextual content to the page that you’re on, a show that you’re viewing, or the homepage. Clicking into the player opens up a video that doesn’t change where you are on the page, so the reader can keep their place while they watch. In fact, users can actually scroll past the video player, at which point it will shift to the top left of their screen as they’re reading an interesting article.

We made it so WWE can push videos to users 99% of the time they’re on the site. Pre-roll advertising—the best revenue source—still plays on the minimized video player, so the site pulls in money without annoying or distracting readers.

D767031249fcf30a754bd3b14d6711b260e1beeb

Cross-Network Visual Unity

It was essential for WWE to express consistent WWE Network branding across their networks. However, WWE didn’t have a set style guide yet, which made it important for us to differentiate what was WWE.com content and WWE Network content and give each a unified but clearly differentiated visual treatment. This was a particular challenge considering that WWE encompasses many brands, collectively hosting more than 600 events a year.

E53120d5fb0c882f538a096b8f82268596fdac18

Bringing Order to a High Volume of Content

WWE appearances and events happen constantly, covering a vast range of locations, storylines, and rivalries. With such a high velocity of content, we had to give fans a means of connecting with the content and clarifying the personalities and activities of their favorite performers. That’s why we offered users the option of following the storyline of one superstar, rather than ensembles. Fan of John Cena? WWE.com is your one-stop shop for everything in the John Cena universe.

hi

High-Impact Advertising Strategy

Similar to the advertising strategy we brought to life for Vogue.com, we integrated dynamic advertisements fluidly into WWE’s content feed. As users scroll, the advertisements stick in place on the screen as if they’re following the reader’s eyes, offering a moment of surprise that draws attention to the unit.

The new site also serves up more contextualized advertisements. When you’re reading an article about John Cena, for example, you’ll see his products available in the shop.

And, since the site accommodates entirely new ads and structures to avoid ad repetition, every ad shown brings revenue through the new platform.

4

The Technology

When it came to maximizing the impact of the WWE brand, we needed to emphasize tech solutions that harnessed the breadth of their content library—making sure that WWE's rich collection was available, accessible, and felt organic to the site experience

To that end, our custom-built performant media searching helped WWE's editorial team keep the content flowing quickly to end users; during a live event, the site needed to publish articles as frequently as once per minute. We also developed a custom editing browser while co-locating with WWE's editorial stuff, building a CMS interface with customized components and input options for their needs.

This was one of the first iterations and integrations for paragraphs and a media browser in Drupal.For users, a sticky video player that loaded quickly and was anchored to a corner of the page as the user scrolled through editorial content transformed the way visitors accessed video on the site. To make this work, we ran two video players simultaneously, with one hidden depending on the end user's page location. The result? A seamless, lag-free viewing experience.

Technology Used:

  • Drupal
  • Angular 2
  • Custom AWS hosting
  • JWplayer for live-streaming

5

The Results

WWE was an ideal client partner, both unafraid to take risks and determined to modernize their approach to connecting with fans through digital. Since starting work on WWE.com, we have extended the partnership to work with WWE on their Mobile Strategy and Design, Social Strategy, and long term Acquisition Strategy. At each fan touchpoint, we are looking to optimize and unify the user experience so fans can stay close to the action, no matter where they touch the brand. We observed positive momentum in all of the following areas:

  • Engagement
  • Subscriptions
  • Monetization
  • Video Consumption
Meta Image 1200x627
Amazon

Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

Read More
  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Screen Shot 2023 03 01 at 11 14 04 AM
Marriott Bonvoy

Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

Read More
  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

Image 35
Polestar

Electric Driving For a Progressive Future

Designing and engineering a state-of-the-art web experience as impressive and exhilarating as the Polestar car itself.

Read More
  • Led design and product strategy for Polestar's web and mobile experiences
  • Developed an information architecture with no dead ends
  • Designed a flexible UI kit to unify every digital touchpoint
  • Fast Company Honoree for Retail and User Experience in Innovation by Design Awards
Black BoxBlack BoxBlack Box

Recognition

  • Code and Theory

    Ad Age A-List

    2024 Business Transformation Agency of the Year
  • YETI x Code and Theory

    Innovation by Design

    2023 Best in Marketing
  • Code and Theory

    Innovation by Design

    2023 Design Company of the Year
Albertsons 2x 1
Albertsons

Simplifying Grocery Shopping for Millions

Building and unifying the digital ecosystem for one of the largest food and drug retailers in the US.

Read More
  • Modernized the ecommerce experience
  • Created a scalable design system
  • Integrated 10+ disparate apps into one, reducing overhead
  • Launched in six months
Untitled design
Allspring

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

Read More
  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work

Tipico | Succeeding on a Mission to Win Ohio

Simpli.fi | Building a Brand for the Future of AdTech

Amazon | Amazon Ads: Ads that work as hard as you do

Equifax | Modernizing Equifax Canada’s Customer Tools

Comcast | Commercializing the Comcast Cybersecurity Experience

The Ritz-Carlton | Redefining the Legacy of Luxury for a Powerhouse in Hospitality

YETI | Map The Gaps - Taking Google Street View Way Off The Street

YETI | Year in Preview

Champion | Evolving an Iconic Brand for a New Generation

Albertsons | Simplifying Grocery Shopping For Millions

Electric Driving Built for a Progressive Future | Electric Driving Built for a Progressive Future

Harris Williams | Modernizing Harris Williams with a Future-Leaning Tech Stack

Allstate Protection Plans | Bringing SquareTrade Into The Allstate Family

TikTok | Building Confidence in TT4B Solutions

Marriott Bonvoy Leisure | Reimagining Marriott Bonvoy As A Hub For Travel Content And Commerce

Meta for Business | Creating Connective Tissue to Drive Engagement

Pfizer World | Shaping a Platform into a Beacon for New Priorities and Ways of Work

Allspring Remi Advisor Tools | Crafting a UI Through User Input and Clear Data Visualization

Citizens Bank | Driving Growth For a Storied Financial Institution

Galleri | Introducing a Revolutionary Medical Feat to the Market

Adidas | Engaging a Demographic With Digital Storytelling

The New School | Building Flexible, Data-Driven Pathways for an Academic Innovator

Citadel | Citadel & Citadel Securities Websites

KPMG | Reimagining KPMG US

Johnson & Johnson | Transforming a CPG Powerhouse Into an Inclusive Digital-First Marketer

Daymaker | A Platform Redesign That Supports Local Nonprofits in the U.S.

Bare Necessities | Redefining Fit

Kaplan | Transforming the Digital Ecosystem of a Major Education Provider

Pagaya | Empowering Financial Opportunity

1-800-FLOWERS | Celebrating Gifting With a One-Stop Shop

ConEd | Building A Future Vision For Clean Energy In New York

Party City | Turning a Brick-and-Mortar Mainstay Into an Online Phenom

KYLA Kombucha | Elevating A Beverage Brand's Positioning And Creative Strategy

Washington Football Team | Charting A New Path For An Iconic Institution

Legence | Designing the Digital Presence for a Formidable New Brand

Bustle Digital Group | Scary Mommy: Not Your Mom's Mag

Bustle Digital Group | Gawker | Don't Call It A Comeback

Amazon Ads | Making Amazon Essential for Every Ad Buy

H&M | Modernizing The Intersection Of Inspiration And E-commerce

College Board | Positioning College Board as an Integrated Partner for Students

The Commonwealth Fund | Rebuilding a 100-Year-Old Foundation for the Next Century

National Council on Aging (NCOA) | A Personalized Digital Experience For America's Older Adults

adidas Superstar | Change Is A Team Sport

adidas Running | Bringing In-The-Moment Running Experiences To Boost Product Discovery

adidas Originals James Harden | Launching The Next Chapter In Adidas Basketball

The Venetian | Redefining Luxury in Las Vegas

MetLife Investment Management | Introducing A New Platform For An Institutional Powerhouse

William Hill Estate | Putting Chardonnay On Trend

Nexstar Media Group | Helping 130+ Local News Stations Transition to Digital

Giffords | Launching A Powerful Resource To Spark Action On Gun Violence

PGIM | Unifying PGIM's Global Asset Management Network

Bustle Digital Group | Modern Storytelling For Bustle Digital Group

J.P. Morgan | The First End-To-End Digital Platform In Commercial Real Estate

Xerox | Making Now Work: A New Campaign For A New Time

Mailchimp | A Digital Platform For Emerging Writers And Creators

Sky Italia | A Modern Digital Experience For The Italian Media Platform

Theodore Roosevelt Presidential Library | Defining The New Digital Museum Experience

Nylon | ReIntroducing An Iconic Publishing Brand

Mailchimp | Launching The New Digital Home For Tomorrow's Filmmakers

Input | A Brand New Destination About Technology In Our Lives

Morton Salt | Putting More Salt On US Tables

Cartier | Reimagining Cartier's Retail Experience

Sunbrella | Redefining The Digital Textile Space

Axe | An Iconic Men's Grooming Brand Known For Bold Marketing

CoinDesk | Relaunching A Pillar Of The Blockchain Community

Dignity Health | Delivering A Best-In-Class Digital Experience

NYCEDC | A New Hub For New Yorkers To Grow Their Business

Indigo AG | Adopting Regenerative Practices With The Terraton Initiative

TEGNA | Creating A Centralized CMS For 39 Local News Stations

The Jewish Museum | Bridging The Museum's Physical And Digital Experiences

Bustle Digital Group | Fatherly: From Dude to Dad

Rally | Elevating the Site Experience for a Crypto Pioneer

Bustle Digital Group | Mic – Stories That Fuel Curiosity, Creativity, and Change

CBRE | Building A Digital Infrastructure A Major Real-Estate Firm

Dean & Deluca | Connected Physical And Digital Gourmet Grocery Experiences

Vogue | A Fresh New Look for Vogue.com

SOM | Designing a Site For The Legacy of Architecture’s Most Prolific Firm

Xywav | A Flexible Component Library For The Jazz Brand

BioReference | Launching An On-Demand Healthcare Offering During A Pandemic

Says a Lot —

Latest

News — 

Code and Theory, a Stagwell (STGW) Network Company, Named Ad Age Business Transformation Agency of the Year

News — 

CampaignLive | Behavior as a prompt: Why AI’s ability to anticipate will change business forever

News — 

Code and Theory Wins Three Drum Awards For AI, Creativity, and UX with YETI and Tipico

News — 

Under Armour Launches UA Rewards with Masterclass-style Video Series, in Partnership with Code and Theory

News — 

Figma Names Code and Theory as Launch Partner in New Service Partner Program

News — 

Scout by Sutter Health™ Launches an App Focused on Resilience Building for Youth and their ‘Champions’, Built by Code and Theory

News — 

Code and Theory Network Wins Six W3 Awards

News — 

Facing the Future: A Guide to AI and Design Transformation

We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com