2021 SHORTLIST

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UNDERTAKER: THE LAST RIDE

Entrant Company: WWE

FINALIST

Best Athlete Storytelling

Undertaker: The Last Ride

ABOUT THIS ENTRY

No prior documentary series has ever come close to providing WWE fans with such a revealing look at The Undertaker.

How does this represent “Excellence in Engagement”?

Even before the premiere of “Undertaker: The Last Ride,” WWE heavily promoted mini-series across all platforms, ensuring that the entire WWE Universe was readily aware of the rare opportunity to see the man behind the legendary Undertaker.

And while Undertaker has rarely given out-of-character interviews, WWE and Calaway himself treated fans to a special look into Calaway’s life in and away from WWE.

The series was met with universal praise, as the WWE Universe was heavily engaged in lively discussions on social media regarding the incredible docuseries.

 

Objective: “Undertaker: The Last Ride” presented fans with an unprecedented and revealing look at Mark Calaway, the man behind the legendary Undertaker.

This miniseries documents Calaway’s life from WrestleMania 33 to current day, as The Undertaker competed in bouts against high-profile WWE Superstars like Triple H, Shawn Michaels, John Cena, Drew McIntyre, Shane McMahon, Goldberg and AJ Styles while searching his soul and attempting to pinpoint the perfect time to conclude his remarkable 30-year career.

Calaway permits a peak behind the curtain for the first time, giving fans a glimpse into his life as a husband and father, his grueling rehabilitation and workout regimens, and his relationship with WWE Chairman and CEO Vince McMahon and his fellow WWE Superstars.

Strategy & Execution: On May 10, immediately following the WWE Money in the Bank pay-per-view event, “Undertaker: The Last Ride” premiered on WWE Network, which has more than two million subscribers.

While COVID-19 created an unparalleled environment around the globe, “Undertaker: The Last Ride” unified the WWE Universe for a one-of-a-kind documentary that was three decades in the making.

All five episodes of the eye-opening miniseries were immediately made available on-demand on WWE Network the day of air, giving fans the opportunity to experience the series for the first time or to re-watch it whenever they desire.

The WWE Universe watched “Undertaker: The Last Ride” with bated breath as The Undertaker finally gave fans a glimpse at Mark Calaway. For the very first time, viewers got an intimate look at the man who protected the business and the mystique of his character throughout his WWE tenure, rarely giving fans even the slightest glimpse at the individual behind the iconic Undertaker.
“Undertaker: The Last Ride” is a gripping look at The Undertaker, featuring interviews with The Phenom himself and the WWE Superstars who know him best, as he leaves every ounce of his blood, sweat and tears in the ring.

Results:

The docuseries received 209.8 million total impressions since it was first promoted on April 4, and videos related to “Undertaker: The Last Ride” racked up 62.36 million total views across Facebook, Twitter, Instagram and YouTube.

Additionally, the series premiere of “Undertaker: The Last Ride” garnered 22,700 tweets, and there were 108,000 mentions of the final episode on the day of the finale, making it the most-discussed WWE Network original of all time with a total of 342,000 tweets.

PRODUCTION

WWE
 

CREDITS

Executive Vice President
WWE Advanced Media Group

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