On July 11, 2012, WWE announced an "investment in and strategic partnership with Tout Industries, Inc. that will leverage WWE’s vast array of assets, including television, live events, digital, print and more than 100 million social media followers to expand Tout’s platform for real-time video status updates, creating a new dynamic social experience for WWE fans."
During WWE CEO Vince McMahon's quarterly conference call with investors held on the morning of August 2, WWE CFO George Barrios disclosed the amount of that investment to have been $5 million but would not disclose what percentage of the company that sum represents.
Starting with the 1000th episode of its weekly flagship television program Raw on July 23, WWE began airing Touts of both fans and wrestlers at certain points during episodes of the show.