WWE’s Triple H details ‘White Rabbit Project’ social media campaign for Bray Wyatt’s return

WWE head of creative Paul “Triple H” Levesque revealed some of the insight and planning that led into Bray Wyatt’s return at Extreme Rules.

Speaking to The Wrap on Monday to trumpet the social media interactions the campaign got, Levesque said they discussed how to bring Wyatt back “in the most engaging way possible.”

“…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,” he said.

“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. It culminated in what we believe was a massive pay-off for our fans – and for WWE,” he continued.

He didn’t say how much Wyatt was involved in the planning.

Via The Wrap, it was learned that the QR codes were interacted with by more than one million users (uniques vs. total was unspecified).

After returning at the conclusion of Extreme Rules, Wyatt made his return to SmackDown this past Friday, closing the show with a promo that didn’t explain much but closed with a video clip that seems to indicate he will continue with some kind of split personality character in his latest iteration.