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AOL-owned Patch, which operates roughly 860 sites across the country but has high penetrations in New Jersey, New York and Connecticut, reported its highest-ever traffic day Monday -- page views were up 88% from the previous highest day.

Mr. Hill boasted about having more than 100,000 followers, but he was quickly cut down to size by wrestler John Cena, who has 2 million-plus followers. Mr. Cena was joined onstage by Stephanie McMahon to announce that "WWE Raw," which will air its 1,000th episode in July, will permanently expand to three hours on Monday nights. Mr. Cena simultaneously made the announcement on his Twitter page and promoted the hashtag #3HoursRaw.

The partnership will promote branded three- to five-minute comedy "shorts" developed by DumbDumb, the digital-production company launched by former "Arrested Development" co-stars Will Arnett and Jason Bateman. The company has previously worked directly with brands like Old Navy, Orbit gum, and Denny's, for which it recently produced an unscripted series that featured "Saturday Night Live" alum Dave Koechner interviewing fellow celebs in a Denny's booth.

Mr. Coe says the agency's Tumblr commerce platform has two service levels: one designed for small businesses and the other for brands. For the former, Coexist and Stripe would take a roughly 6% cut of sales transacted through the platform, but the service would be free to use. In the case of brands, he's envisioning something more custom where Coexist might develop a Tumblr blog for an event like Fashion Week and then power a pop-up store where Tumblr followers could buy limited-edition goods that had been unveiled that week. The service's first taker is Jeni's Splendid Ice Creams, which has 10 stores in Ohio and Tennessee and sells to wholesalers like Dean & Deluca and Whole Foods but shipped more than $1 million of product through its website last year. Its Tumblr account launched last week, and items for sale are marked with a yellow dot, including a $32 ice-cream-sandwich collection.