Why That Worked – Presented by StoryBrand.ai #22: Seizing the Moment—Lessons from Nike’s Viral Scheffler Ad
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Jun 2, 2025 Explore how brands can capture attention through real-time marketing. The discussion focuses on Nike's viral campaign featuring Scotty Scheffler and contrasts it with Skechers’ missed chance during a pivotal NBA moment. Learn the art of leveraging cultural moments and addressing consumer angst while staying authentic. Discover how effective communication and intentional marketing strategies can turn fleeting attention into lasting engagement, making your brand impossible to overlook.
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Nike's Real-Time Marketing Win
- Nike creatively seized a real-time cultural moment by referencing Scottie Scheffler's past arrest in their congratulatory post after he won the PGA Championship.
- This smart use of timely context generated buzz and free press, amplifying Nike's brand attention.
Skechers Missed Dunk Opportunity
- Skechers missed a major opportunity by not exploiting a perfect moment when an NBA player dunked wearing their shoes.
- The brand's weak, uninspired response contrasted with Nike's agile approach and failed to capitalize on cultural angst.
Hold Regular Attention-Tracking Meetings
- Brands should hold regular meetings to track what their target audience is paying attention to and creatively push their brand into those spotlights.
- Monitoring trending cultural events allows brands to ride the wave of attention and be seen by a larger audience.