As WWE SummerSlam heads to Minneapolis this weekend, ESPN’s marketing team is bringing one of WWE’s most unique personalities directly to fans through the “Very Nice, Very Evil” SummerSlam Freeze Tour.
Inspired by WWE Superstar Danhausen, the custom ESPN- and WWE-branded roaming popsicle truck will make stops throughout Minneapolis and at SummerSlam fan events, offering fans the chance to choose between “Very Nice” and “Very Evil” frozen treats, spin a custom flavor wheel and take part in activities inspired by Danhausen’s signature persona.
“When thinking of WWE Superstars to partner with for this activation, we wanted to work with someone who’d stand out and create a true surprise-and-delight moment for fans,” said Lucas Ferraro (Sr. Director, Sports Marketing). “Ultimately, Danhausen’s larger-than-life personality and fan-favorite status made him a natural fit. We’ve partnered with him successfully in the past when we created Sportshausen T-shirts for WrestleMania, so it made sense for us to build off that success.”
The activation was designed to build awareness for SummerSlam in the host market and beyond through a unique talent-driven experience while creating moments fans will want to share with friends and family.
“Our hope is fans walk away having had a one-of-a-kind experience while also creating a positive connection with ESPN, the home of WWE Premium Live Events,” Ferraro said.
The Freeze Tour is one of several fan experiences ESPN has planned for SummerSlam week, alongside the return of the Top Rope Leap activation and the introduction of a new Moment of the Night championship title that will recognize standout performances and moments from WWE Premium Live Events.
By leaning into Danhausen’s distinctive character and creating opportunities for fans to participate and share their experiences, ESPN is delivering a campaign that is both very nice and, perhaps, just a little bit evil.
WWE SummerSlam will stream in the U.S. exclusively on the ESPN App with an ESPN Unlimited plan on Saturday, Aug. 1 and Sunday, Aug. 2, live from U.S. Bank Stadium in Minneapolis. Along with the event’s marquee championship matchups, fans can also watch Danhausen face Dominik Mysterio in a Human Monies on a Pole Match on Night 2 of SummerSlam.