8 Ups & 6 Downs From Triple H's WWE (So Far)
4. White Rabbit
Since rebranded as the "White Rabbit Project" because everything needs a f*cking brand and corporate capitalism is designed to gobble up your sense of fun and charge you for the spew it regurgitates, the Bray Wyatt return was a multifarious success for WWE and a great example of Triple H following the mantra set by the man that smashed his throne and Doing The Work.
People clocked on that - by virtue of its weirdness - the QR codes and videos they led to were related a returning Bray Wyatt, with the White Rabbit motif working perfectly as the thing to keep following even if a genuine Wonderland couldn't possibly await. Internet sleuths had a blast decoding various clues that were less about who it was but more how it tied to prior Wyatt lore.
An initial tease of September 23rd generated a monster number for the SmackDown on that date (peaking, brilliantly, at 9:23pm) and reactions for Wyatt's Extreme Rules return were some of the loudest of the year. It might never live up to the hype (again), but the hype itself was a campaign for the ages.