Triple H Comments On White Rabbit Teases For Bray Wyatt's WWE Return

While he would ultimately return at Extreme Rules, WWE teased Bray Wyatt would be coming back to the company for several weeks before his eventual arrival. 

Those teases began with 'White Rabbit' by Jefferson Airplane being played in arenas during WWE TV commercial breaks and at house shows before QR codes began to appear during programming that asked the question 'Who killed the world?' with the answer always being that 'You did.' 

The teases then continued until Extreme Rules when members of the Firefly Fun House and The Fiend appeared in the crowd before Bray Wyatt stepped through a door and blew out his trademark lantern.

Triple H reflected on the White Rabbit teases while speaking to The Wrap and The Game touted the success of the campaign, calling it a "massive pay-off" for WWE and the company's fans. 

"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," Triple H said.

"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."

Triple H is the Chief Content Officer in WWE. He missed this week's episode of Raw, though, after testing positive for COVID-19.