Why That Worked #22: Seizing the Moment—Lessons from Nike’s Viral Scheffler Ad

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Jun 4, 2025

Discover how Nike capitalized on cultural moments with their viral marketing surrounding Scotty Scheffler's PGA win. Learn why real-time responsiveness is crucial, contrasting Nike's success with Skechers' missed opportunity. Uncover the power of 'attention mining' and how brands can connect with consumers by tapping into current social trends. Explore strategies to communicate effectively and resonate with cultural angst, transforming audience engagement into brand loyalty.

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ANECDOTE

Nike's Viral Scheffler Post

Nike creatively leveraged Scotty Scheffler's PGA Championship win and past arrest for instant brand attention.
They posted "The verdict is in" referencing both his win and previous arrest, sparking wide recognition.

ANECDOTE

Skechers' Missed Dunk Moment

Skechers missed a prime opportunity to capitalize on an NBA player's great dunk wearing their shoes.
They failed to creatively engage the moment, causing the attempt to seem cheesy and inauthentic.

ADVICE

Hold Weekly Attention Meetings

Conduct regular meetings to scan current events and cultural trends capturing your audience's attention.
Craft marketing that ties your brand into these trends authentically to ride the wave of attention.

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Exciting news, Hero Makers! We’re sharing a new episode of Why That Worked – Presented by StoryBrand.AI, with Donald Miller back in the host seat. This new show uncovers why certain ideas, brands, and strategies succeed—so you can think differently and apply those insights to your business and life.

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Now, enjoy this week’s episode of Why That Worked!

Attention is the name of the game in today’s market. If you want to stand out, you need to move fast, think creatively, and tap into what your audience is already talking about. Whether it’s a funny meme, a strategic shoutout, or a well-timed post, the brands that win know how to seize the moment and jump into the spotlight. So how do you identify those moments and use them without sounding corny or out of touch?

In this week’s episode, Don and Kyle unpack the power of real-time marketing using Nike’s viral Scottie Scheffler post as a prime example. They contrast it with Skechers’ missed opportunity and break down how brands can mine attention, play off cultural angst, and create moments people can’t ignore. You’ll learn how to identify what your audience cares about, how to speak their language, and how to turn attention into action. Listen in to discover how to make your brand impossible to overlook.

Nike's "The Verdict Is In" Post from May 18th 2025 referenced in the show.

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