In a recent interview with TheWrap, WWE’s Chief Content Officer Triple H discussed several topics including Bray Wyatt’s return to the WWE, the “White Rabbit” project and more.

“We asked ourselves how we could bring back Bray Wyatt in the most engaging way possible, so we created “The White Rabbit Project” intended to lead our audience down this literal rabbit hole of content to help build anticipation for Wyatt’s return at Extreme Rules on Peacock.

It started with flickering lights in arenas and continued with the release of other easter eggs, like hidden QR codes within episodes of SmackDown and RAW that led viewers to more clues that kept them guessing and tuning in each week and it culminated in what we believe was a massive pay-off for our fans and for WWE.

This is a great example of how WWE is uniquely positioned as a sports and entertainment property to harness the power of ours shows, and our social following, to develop multimedia, long-term storytelling that can help produce meaningful aggregated audiences.”

The interview is available in full at this link.