Every once in a while, a sports moment captures the world’s imagination and builds bridges to new fans, creating global communities of team loyalty. From an unbelievable goal to a heartwarming tribute, these micro-moments can transform athletes into legends and create long-lasting buzz for their brands.
Viral moments don’t happen by accident. They’re the result of PR tactics that hit all the right notes. Whether it’s a celebrity announcing their return to the spotlight, a viral meme or an unexpected athlete turn, it takes a lot of work to ensure a campaign goes viral and that momentum continues for the brand beyond the initial splash.
The PR tactics that create waves have to offer something that resonates with audiences, from social currency to evoking emotion or providing practical value. They also need to be a part of a larger narrative that adds to the cultural fabric and creates shared meaning. Then, they need to be amplified by media voices and influencers with large, active followings, all while being tracked and measured with Launchmetrics Discover for post-campaign performance and benchmarking.
Mara Martin’s journey from an unexpected runway moment to a full-time mom and PR mogul illustrates the power of viral strategy. By mapping her story to Berger’s STEPPS framework, we see how Martin capitalized on the moment and grew it into a thriving career. Incorporate never-before-seen broadcast or phone-shot footage into your stories for an added layer of context and to keep the story fresh.