BEHIND THE MIKE

BEHIND THE MIKE — A YouTube series starring Mike Tyson that provides a close, unfiltered look at his life beyond the ring. With no prior pipeline or strategy, we transformed unused behind-the-scenes footage into a monetizable campaign supporting Tyson's return to the ring. The 71-day rollout spanned YouTube, TikTok, X, and Instagram, earning 81.5M impressions, 16.2M views, and 287K watch hours. Watch more on YouTube.com/Miketyson