2019 Shortlist

Behind Baker


Best Original Show or Series

How Does This Individual Represent “Excellence in Engagement”?

Known more in college for antics than authenticity, Baker Mayfield understood that his powerful, albeit polarizing, persona would be his best brand-building asset on the journey to NFL stardom. To mark the beginning of his pro career, the quarterback launched “Next Level: Behind Baker,” a digital-only series that gave fans a behind-the-scenes look at the highs and lows of preparing for one of the world’s biggest stages.

After seeing his total social audience grow over 70% leading into the 2018 NFL Draft, Mayfield leveraged the increased follower count by distributing the original content directly through his own social channels rather than partnering with a third-party publisher (a move that was much more veteran than rookie). The first ten episodes racked up 9 million views in just seven weeks, demonstrating that Mayfield’s accuracy in reaching fans directly is not unlike his Heisman Award winning passing game.

Behind Baker's Engaging Content