8 Booking Steps For The Undertaker's WWE Return

8. Setting The Stage

Attaching The Undertaker’s name to Nov. 15th’s SmackDown should be enough to draw a big audience on its own, but WWE shouldn’t take it easy because of this.

The marketing machine should kick into overdrive: Taker’s comeback is a huge deal, and should be treated as such by the company. He’s a universally beloved, company-defining titan of the industry, and if WWE don’t build this up like it’s one of the year’s biggest moments, there’s something wrong with them.

It should extend beyond advertising, viral content, and a social media blitz, though. SmackDown’s superstars should spend most of next week’s show speculating on Taker’s motivations, and it should even get a few shout-outs on the next couple of Raws. Inter-brand rivalry be-damned: this is much bigger than that.

No wrestling company provides big, dramatic moments like WWE, and with the right promotional campaign, The Undertaker’s return should see SD’s ratings go through the roof even in such difficult times. Anything else would be a sham, and a disgrace to one of the sport’s most impressive legacies.