For several weeks, WWE was doing White Rabbit teases at events, including playing the song for the live crowd, small clues on television in backstage segments, airing QR codes with mystery images, and more.
This was done for Bray Wyatt’s WWE return at Extreme Rules. Wyatt returned to SmackDown this past Friday, where he cut a promo about the fans being there for him when he needed them the most.
Speaking to The Wrap, WWE’s head of creative Triple H gave some insight into the planning for Wyatt’s return with these teases that was done to send its fans down a literal rabbit hole of speculation.
“…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.”
Triple H didn’t say how much Wyatt was involved in the planning. The story noted that the QR codes were used by more than one million users, although no specific details were given.
