Whether an incredible goal or a heartwarming tribute, viral sports moments capture the world’s imagination and build bridges to new fans. They turn athletes into legends and create global communities of team loyalty. They can even launch a new career for the player or the brand, like Puma’s “The Cat Came Out of the Bag” campaign did for footballer Luke Littler.
However, sometimes campaigns don’t live up to expectations and fall flat while others are unexpectedly successful. The key to viral PR success lies in understanding what makes a moment truly break through the clutter. That’s why it’s important to look at the strategic takeaways from the most successful campaigns and apply them to your own PR strategy.
1. Offer Practical Value
Viral campaigns can generate buzz for brands by delivering information or ideas that improve people’s lives in some way. It’s also important to avoid content that could polarise opinions or create offence.
2. Tell Resonant Stories
The best campaigns share a story that carries the audience along on a journey. This can be done by using evocative language, emotive imagery and humanising details.
3. Incorporate Exclusive Phone-Shot or Broadcast Footage
Adding fresh perspectives to a story will add context and deepen the narrative, helping it to reach a wider audience. For example, combining broadcast or phone-shot footage with a video blog post will help to drive engagement with your followers and extend the reach of your campaign.