WWE literally pumped up the volume around its weekly million dollar giveaway stunt as it rolled out WWE celebrities and two of the first round winners to a throng of screaming fans and the accompaniment of loud music at the Hard Rock Cafe in New York City's Times Square last week. The stunt doesn't seem to need any additional hype: WWE claims more than one million fans registered two million entries for the sweepstakes on WWE.com for the start of the contest last week. (Fans can register one entry daily.) WWE also claimed fans signed up at a rate of 9,000 per minute during the "Monday Night Raw" cablecast on USA Network, WWE chairman Vince McMahon revealed the code they needed to win if they were among the lucky few to get a phone call from him during the live show.
"Money, money, yeah, yeah," the fans packed into the Hard Rock chanted as WWE ring stars John Cena, Triple H, and diva Maria were introduced. "This is a chance for you to be rewarded for years of loyalty," said Cena, who is about to face Triple H for the WWE Championship.
Triple H aimed a few verbal barbs at Cena about their upcoming ring tussle. But the champion is actually determined by whose merchandise is selling best. It's carefully orchestrated mayhem, just like the Times Square event, which drew those rabid fans through e-mail blasts.
"The true story of how I got to be WWE Champ, I married Vince's daughter," Triple H quipped. The fans roared their approval, as they did virtually on cue at every interval.
The ying and yang of the first week's winners were on hand: Gil Rosenzweig, who won $250,000, and Sarah Fuhrmann, who got $2 (and a trip to New York for the event).
"It's not every day you get a call from Vince McMahon," a beaming Fuhrman said.
Standing at a plexi glass podium that supposedly contained $1 million, McMahon said his objective with the giveaway is "to being attention to the greatest brand in the history of the US."
While "Monday Night Raw" remains a top rated cable entry, its ratings have been relatively flat, so the giveaway would appear to be aimed at bringing millionaire wannabes to the screen.
Afterwards, McMahon said he hopes to broaden WWE's "middle class" audience base with the stunt
Asked how much he figured $1 million a week was worth in ratings, McMahon said, "I don't know that if it's worth a lot in ratings." He still won't say how long he'll continue the stunt, but said that depended on the response – including "Monday Night Raw" ratings.
"I think there's a limit. I might be crazy, but I'm not that crazy," he said.
He insists the money is "absolutely" coming from his own pocket. His money, of course, comes from WWE revenues since he owns 70% of the company's stock.
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