— WWE CCO Paul “HHH” Levesque spoke to the Wrap about Bray Wyatt’s successful return to the company, specifically discussing the buzz that the White Rabbit storyline generated. Here’s what he said:

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

— The article went onto state that WWE’s creative strategy led to 2.7 million social media interactions in-air for Extreme Rules, while the QR code was interacted with by more than one million users. A TikTok page created for one of the clues amassed more than 10,000 followers in less than 12 hours.