Best Original Show or Series
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.