Overtime Hustle is a branded content series designed to inspire viewers to work toward creating lasting wealth by monetizing their own professional skills through side hustles (additional business ventures and entrepreneurial endeavors) connected to their career paths. By showcasing notable Black sports professionals and exploring the many ways they employ their skills to build their brands and achieve financial independence, the series aimed to educate viewers on the money-making potential of the featured pro-athlete and sports-related career paths and inspire viewers to explore the additional money-making potential of their own skillsets.
Overtime Hustle was brought to life through the comedic experiences of returning host, Speedy Mormon, and the incredible Black sports professions featured in Season 2, including Olympic gold and silver medal gymnast Jordin Chiles, pro basketball referee, Ref Rob, professional golfer Troy Mullins, sports agent Lonnie Murray, professional rower Arshay Cooper, and professional figure skater Starr Andrews. The series was designed to be more than an interview series, but one in which host Speedy could immerse himself into the professional’s world and test out his own skills at their careers. Through many trials and even some errors, Speedy and viewers gained a deeper understanding of the demands of each career along with the potential financial gains that could come along with it.
Key features of the series included the introduction of the pro athlete or sports professional, a reveal of host Speedy’s connection to the sport (if any), and “Fast Facts,” which appeared throughout the series, where viewers were enlightened to financial opportunities and challenges connected to the sports professionals’ careers. Offscript Worldwide was thoughtful in selecting talent and educating the audience, ensuring to align with our client Ally’s commitment to supporting athletes—especially women.
Overtime Hustle, Season 2 was a success because it allowed us to shine a light on undercelebrated sports professionals, while also entertaining, informing and inspiring our audience to pursue methods to achieve their own lasting wealth. Throughout the run of the series, all goals in viewership and impressions were met or exceeded. On YouTube alone, the 4.7 million views garnered was 62% higher than projected, while social media’s 3 million views was 79% higher than expected.
But success was found in more than just achieved campaign goals. Across social media, 90% of series-related posts highlighted positive perception of the series and comments like, “positive exposure of athletes I’ve never heard of," “...Great to see us brown girlies getting some shine in the golf game” and “I enjoyed the beginning [of] Ref Rob… [touching] on the mechanics and yep we make great money," revealed that viewers enjoyed the celebration of underrepresented talent, and felt seen and informed by the content.
