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World Wrestling Entertainment hopes to leverage its social-media properties and celebrity star power to build momentum for its WrestleMania 27pay-per-view event on April 3.
The additions of former WWE wrestler-turned-movie star Dwayne "The Rock" Johnson and Jersey Shore personality Nicole "Snooki" Polizzi to its lineup of largerthan-life pro wrestlers has the company confident that it can reach the 1 million PPV buy mark with this year's event, according to WWE chief marketing officer Michelle Wilson.
"We wanted to do more than the traditional promotions with our cable affiliates - which we're still doing - to get the word out as to how big of an event WrestleMania is," she said. "The...