Netflix

The Challenge

Netflix needed to drive tune-in for live tentpole events and original sports content with an audience passionate about combat sports and basketball but not always reachable through traditional entertainment channels.

My Role

Led partnership execution across multiple Netflix campaigns at Overtime, managing the integration of Netflix's messaging into Overtime's content ecosystem while keeping the brand relationship, internal teams, and agency partners aligned throughout.

The Approach

Activated Overtime's proprietary content formats and influencer roster to drive tune-in across each campaign, weaving Netflix's messaging into formats that already had audience trust so the content felt native, not sponsored. Coordinated creative alignment across Netflix marketing, agency, and internal teams to protect that organic feel while hitting brand KPIs across three campaigns with distinct audiences and formats.

The Result

Distributed across Overtime's 100M+ follower network of young sports fans, the campaigns gave Netflix culturally credible tune-in reach with an audience they were actively trying to grow. The model proved repeatable across both live events and long-form sports content.