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 Discover the art of real-time marketing by examining how Nike brilliantly capitalized on a controversial moment in a golfer's career. Learn the difference between effective and lackluster brand responses in the NBA, and why cultural relevance is key. Explore provocative advertising strategies that foster organic social media buzz and how to articulate messages that resonate with audiences. Uncover the concept of 'attention mining' to better connect with your target market, and the importance of crafting intentional marketing messages.
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Nike's Timely Golf Campaign
- Nike cleverly used Scotty Scheffler's past arrest as a cultural reference to celebrate his PGA Championship win.
- Their "The verdict is in" post connected deeply by playing off the arrest story quickly after his victory.
Skechers Missed Dunk Moment
- Skechers missed a prime real-time marketing opportunity despite a perfect NBA dunk moment.
- The brand was unable to capitalize due to licensing issues, resulting in a weak, ineffective post.
Find Your Brand's Jet Stream
- Regularly scan current news and cultural moments to identify where your brand can join the conversation.
- Push your brand into existing spotlight moments to leverage where public attention is temporarily focused.