Whether it’s a dog saving a soccer goal, a mascot’s funny antics or an NFL player’s troll-tastic handshake, viral sports moments capture the world’s imagination and leave a lasting impression on fans. They help athletes and brands connect with new people, build communities of team loyalty and create enduring memories.
While some viral moments happen organically, a smart brand can engineer these micro-moments to spread quickly and capture attention and engagement. To understand why some content goes viral, we can look at it through the lens of Berger’s STEPPS model: Social Currency, Emotional Value, Practical Value and Narratives.
The Olympics are a prime time for viral sports moments to explode into our feeds and capture our attention. From “pommel horse guy” winning a bronze medal and a spot on Dancing With the Stars to Olympic shooter Ilona Maher rumbling over Aussies, it seems as though no one can escape the clutches of the inescapable “uh-oh” moment.
However, some of the best viral sports marketing campaigns have been ones that aren’t even intentional at all. Take Puma’s iconic Waka Waka campaign for the 2010 FIFA World Cup, for example. By choosing an ambassador who represents the spirit of the event, and creating a simple video that evokes a powerful global movement, they were able to achieve a great level of engagement on their social channels.