When sports moments go viral, it propels the sport forward and keeps fans talking. This can be through a mind blowing display of skill by an athlete that nobody has ever seen before, a player getting a little too personal with their rival or even the more lighthearted, fun and relatable moments that make us all smile and laugh.
Viral moments are a big part of the culture in sports and it is important that brands embrace them when they occur. While some of these micro-moments captivate the world on their own, it is often the case that they are augmented by sports leagues and athletes who want to engage with fans in real time, drive engagement and increase brand awareness.
The Olympics have dominated social media this summer, with “pommel horse guy” winning a bronze medal and going on Dancing With the Stars, pole vaulter Anthony Ammirati falling short when his — uh, package — got in the way of his attempt, and countless other head-scratching Olympic moments.
But, the Olympics have also shown that it’s okay to have a bit of a blunder now and then. In fact, it can even be better than a medal if it goes viral. Just ask American gymnast McKayla Maroney, who made the internet’s heart flutter with her unimpressed facial expression during her silver medal performance.