From a dog saving a soccer goal to an NFL star’s heartwarming tribute for Memorial Day, viral sports moments transcend leagues and capture the world’s imagination. These micro-moments are more than awe-inspiring plays or entertaining antics; they help athletes and brands bridge the gap to new fans, build communities of team loyalty and create lasting memories.
This summer’s Olympics was no exception. From luger Rachael Gunn’s head-scratching breakdancing antics to the polarizing performance of French pole vaulter Anthony Ammirati, there were plenty of memorable — and hilarious — Olympic moments that had spectators and late-night hosts talking.
While many athletes train their entire lives to have their moment in the spotlight at the Olympics, not all achieve their dreams. And while no Olympian would intentionally come up short of their goal, sometimes an athlete’s misfortune can go viral for all the wrong reasons. That was certainly the case for Turkish shooter Yusuf Dikec, whose iconic stance in the 10-meter air pistol made him one of this year’s most talked-about Olympians.
From a soaring bird catching a soccer ball to an impromptu dance-off between NBA and NHL stars, these viral sports moments showcase the lighter side of competition that captivate audiences worldwide. But how can athletes and brands engineer these viral sports moments to ensure they go viral? To answer this question, we analyzed three campaigns that went viral in the sports world and mapped them to Berger’s STEPPS framework, which explains what it takes for a campaign to succeed.