Viral sports marketing: Underdog

Cases
8
Median Spread Score
46
Most started on
TV50%
First post to peak
7 days

By mechanic

All55Controversy22Response chain16Real-world spectacle14Identity badge14Pairing12Transgression11Newsjacking9Underdog8Scarcity drop7Creator relay6Maker origin6

Tiger Woods wins the 2019 Masters

58
Tiger Woods celebrates his final putt at the 2019 Masters

$2.1M revenue

Linsanity

47
Jeremy Lin dribbling for the Knicks

$42.4K revenue

Nike Breaking2 Race

47
Nike’s live broadcast of its attempt to run a marathon below two hours at Monza.

30M impressions

Norwich City and Samaritans: Check In on Those Around You

46
𝗔𝘁 𝘁𝗶𝗺𝗲𝘀, 𝗶𝘁 𝗰𝗮𝗻 𝗯𝗲 𝗼𝗯𝘃𝗶𝗼𝘂𝘀 𝘄𝗵𝗲𝗻 𝘀𝗼𝗺𝗲𝗼𝗻𝗲 𝗶𝘀 𝘀𝘁𝗿𝘂𝗴𝗴𝗹𝗶𝗻𝗴 𝘁𝗼 𝗰𝗼𝗽𝗲, 𝗯𝘂𝘁 𝘀𝗼𝗺𝗲𝘁𝗶𝗺𝗲𝘀 𝘁𝗵𝗲 𝘀𝗶𝗴𝗻𝘀 𝗮𝗿𝗲 𝗵𝗮𝗿𝗱𝗲𝗿 𝘁𝗼 𝘀𝗽𝗼𝘁. Check…

Tonga's Shirtless Olympic Flag Bearer

43
OLY-2016-RIO-OPENING-DELEGATION

608.7K impressions

Coach Prime at Colorado

40
Colorado's Welcome to Boulder, Coach Prime announcement graphic

1.6M impressions

Leicester City’s 2015–16 title

38
Leicester City lift the Premier League trophy, May 2016

25K sold

Iceland's post-England thunderclap

35
Iceland's players lead the thunderclap with their fans at Euro 2016

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Underdog in every industry