PATH TO PRIMETIME
NFL Network came to Mutt to help promote the events leading up to the NFL Draft and increase viewership of the Path to Primetime, the journey college players take on their way to the Draft. In its simplest form, football players are just like any other kid graduating college: it’s time to prove themselves and get hired. Mutt interpreted this as The Toughest Job Interview on Earth. The campaign suite included a 23-spot package, print, digital and OOH. The Path to Primetime campaign resulted in the 2012 NFL Draft, Round 1 having the highest-rated viewership ever, up 18% from 2011. More than 25 million watched the first round of the 2012 NFL Draft on NFL Network and NFL Digital Properties, setting all-time records.