With more than 15 million TV viewers weekly and the same number of monthly visitors to its Web site, World Wrestling Entertainment watched as fans turned to online sites like Facebook and MySpace to create pages celebrating WWE and its personalities. Still, the entertainment company wanted to find a way to connect directly with its fans online.
"WWE fans really tend to aggregate online and find places to connect," says EVP of digital media Brian Kalinowski. "We thought, 'If anyone ...