Triple H Talks Creating ‘The White Rabbit Project’ For Bray Wyatt

Bray Wyatt & Triple H

Triple H has opened up on the process WWE went through to create the ‘White Rabbit’ buzz which led to the return of Bray Wyatt.

Bray Wyatt was yet another in the list of returning stars under the new WWE management regime. Since Triple H took control of creative just before SummerSlam, the likes of Braun Strowman, Dakota Kai, Johnny Gargano and Candice LeRae have all made returns to the company. However, Wyatt’s return has probably been given the most fanfare as the others came about as surprise appearances rather than having any hype.

Over a number of weeks, there were plenty of teases of a ‘White Rabbit’ in WWE and the speculation became increasingly strong that ‘The Eater Of Worlds’ would be the one making a return when they reached their culmination. At the end of the Extreme Rules Premium Live Event, the speculation was confirmed as Bray Wyatt made a dramatic return to the company which released him back in 2021.

In a discussion with The Wrap, Triple H has discussed the reasoning behind putting together such a campaign, and why WWE is in the perfect position to leverage something of that nature.

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.

There has been a huge amount of support for Wyatt’s return, with one of the most recent being Jim Ross.