World Wrestling Entertainment and WRESTLEMANIA 23 partnered in promoting one of the biggest pay-per-view events of the year. WrestleMania 23 supported the "Battle of Billionares" as Vince McMahon and Donald Trump competed with a "hair cut match," where the loser was shorn of his legendary locks. WWE integrated marketing: 8 different custom promo spots for WWE TV programs (DirectTV, Comedy Central, Cartoon Network's "Adult Swim," VH-1, A&E, Discovery Channel, and ESPN 2), theatrical marketing (appeared in 1,000 + movie theaters), print (Full page ads in Entertainment Weekly and ESPN THe Magazine), Social Networks (MySpace and YouTube), and Retail partnerships (F.Y.E., Game Stop, Steve & Barry's and AAFES). WWE established WWE mobile, that allowed exclusive mobile video, ringtones and wallpapers that was distributed to fans. These promotions for WrestleMania 23 established new records for WWE: 1.2 million pay-per-view buys and exceeded revenue expectations by 20%, 80,103 fans from 24 countries, all 50 states and 9 Canadian provinces packed into Ford Field setting an all-time venue attendance record, highest grossing one-day live event in WWE history - $5 million + in ticket sales, highest all time WrestleMania record for merchandise sales- per cap revenue of $20+, and WWE.com received more that 120 million page views from more than 5 million unique site visitors, and WrestleMania 23 was the most successful WWE DVD with over 450,000 units sold to date, and estimated media value for WrestleMania exceeded $100M.