Here Are 5 Of The Best Sports Marketing Campaigns That Went Viral in 2015 – Forbes

Something big is happening in the world of sports marketing. Lines are being crossed, roles are being redefined, and digital is challenging the status quo. Those who want to understand how the lines are being crossed are unlikely to find a better guide than Anthony Fernandez, of Athlete Promotions.

Fernandez has spent many years as a traditional speaker’s bureau and now finds himself handling anything from corporate events to new product launches. He’s witnessed firsthand the major changes that have occurred over a short time period.

For our purposes however, I wanted to find out more about how brands are using athletes and fans to help market their products on digital channels. Because 83% of fans are checking social media while watching sports on TV and 63% of fans are using social media while at the stadium. So smart brands are learning how to engage these people in creative ways.

Specifically I want to focus on 5 (not in order) world class campaigns that I have found to be great case studies for how brands can use digital media to move the needle.

#1 This Girl Can #ThisGirlCan

The Campaign

Sport England (The English Sports Council) launched a campaign earlier this year looking to inspire women to participate more in sports.  Set to “Get Your Freak On” by Missy Elliot, the campaign launch video conveys a social proof message about getting active through women participating in boxing, swimming and volleyball.

Why is it noteworthy?

This wasn’t your typical hire a bunch of super fit athletes to promote a cause, this campaign was different in that they used women that did not fit the typical athlete profile (from appearances any).  Sport England used real women to help encourage other women to take up the cause of getting fit.

Results

So far the original video has over 8 million views and hashtag #ThisGirlCan was shared millions of times. 

#2 Star Sports’ #MaukePeChauka

The Campaign

This viral campaign takes the viewer through India’s World Cup cricket history with each country. Told in a humorous yet competitive sporting style, Star Sports’ goal was to ignite cricket passions across the country (presumably for greater viewership on and offline).

Why is it Noteworthy?

Typically, when promoting sport events, television channels will simply put up a 15 second commercial and hope their audience remembers to tune in. What this campaign shows is that you can tell a story online (off the TV station) to create buzz and excitement about the upcoming tournament. It also engenders a direct human to human connection between the channel (Star Sports) and its audience.

Occasionally, a campaign hits a nerve and it catches the attention of a whole country. For India, this is that campaign.

The Results

As of the date of this article, there have been over 12 million views of their videos on YouTube, several articles and thousands of social media posts. Better, the response videos most likely add another few million to the totals.

#3 Canadian Football League (CFL) #IsItJuneYet 

It’s not easy playing second fiddle to the NFL, but the CFL understands how to build momentum for its league opener.

 The Campaign

The Canadian Football League (CFL) used a series of Vine and Youtube videos along with social posts from athletes and fans to build up momentum for its season opener.