After being released by the Vince McMahon regime in 2021, Bray Wyatt made his official return back under the leadership of Triple H, revealing himself at WWE Extreme Rules.
Before Bray Wyatt make his comeback, Triple H and World Wrestling Entertainment sent fans through a mystery, a “rabbit hole” so to speak, known as “The White Rabbit Project.” The operation consisted of several QR codes featured on Raw and Smackdown episodes, clues on social media and other hidden messages. The official kickoff of “The White Rabbit Project” was back in September, where “White Rabbit” by Jefferson Airplane would be blasting through arenas at WWE house shows, as well as during TV commercial breaks.
Triple H Wanted To Give Off The Impression Of A Literal Rabbit Hole
“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.
This is a great example of how WWE is uniquely positioned as a sports and entertainment property to harness the power of our shows and our social following to develop multimedia, long-term storytelling that can help produce meaningful aggregated audiences.”
Bray Wyatt’s official comeback at WWE Extreme Rules is nearly over the three million view mark on YouTube.