WWE: A Case Study On Second Screen Effectiveness

If there is anything to be learned about WWE’s wildly successful second screen initiative, it’s placing a premium on audience participation.  From airing video responses from viewers to audience polling that affects storylines, the WWE is committed to making their viewers active participants. Their second screen programs bring viewers far closer than Twitter can, and yet most of the second screen efforts fail on that front. An auto check-in or character list is not a close enough tie-in to sustain attention across screens.