When a sport’s moment goes viral, it captures the world’s imagination and builds bridges to new fans. From an unbelievable goal to a darts legend’s heartwarming tribute, these micro-moments are big boosts for sports teams and athletes and can stay with fans long after the game has ended.
These moments can also inspire awe, build connection with fans that transcends the field or stadium and create buzz that keeps journalists and fans talking about your brand. But they can also show the lighter side of sports – these head-scratching, sometimes absurd antics make us laugh and help to forge bonds with fans that go beyond your logo or uniform.
Viral sports marketing moments can happen unintentionally, like the Sports Illustrated swimsuit model who rocketed to fame after breastfeeding her baby during a runway show. But you can also engineer viral moments for your brand. To do so, it helps to understand what makes something shareable. In this article, we’ll explore three campaigns that captivated the world and map their elements against Berger’s STEPPS model for viral success:
This sports marketing campaign celebrates mothers and sports by asking athletes to thank their moms for supporting them. The campaign received tens of millions of views and reactions on social media, and it was one of the first viral marketing campaigns to use in-game footage.