When trying to raise awareness of a terminal disease, keep it simple. That’s why the Ice Bucket Challenge works.
Clever hashtags only go so far. To get the attention of millions, to go viral, takes something more. Marketers watching the ALS Ice Bucket Challenge take over Facebook feeds and earning wide coverage in the press can’t help but to take some notes. To date, the Challenge has raised $41 million for the ALS Association, engaging regular Joes, CEOs, and sports teams.
We’ll make it easy for you to find of the best pieces of the Ice Bucket Challenge discussion. Start filling that bucket and get reading.
Engagement Far and Wide
Getting widespread engagement amplifies the ALS Association’s mission, building awareness and increasing donations to remarkable levels. Needless to say, it helps when famous people participate:
We've updated our best Ice Bucket Challenge videos roundup, now with 52 soaked famous people http://t.co/ZKPIYGIdWO thanks @cgartenberg!
— The Verge (@verge) August 20, 2014
Major League Baseball got involved too:
In honor of good friend @PeteFrates3, #RedSox Front Office ALS #icebucketchallenge. Few hrs to dry before 1st pitch! pic.twitter.com/PCz3gRgaYg
— Boston Red Sox (@RedSox) August 21, 2014
As did the co-founder and chairman of Nike, Phil Knight:
Phil Knight accepts @TigerWoods #ALSIceBucketChallenge & makes a donation pic.twitter.com/uxu8eGVN8T
— Heidi Burgett (@heidiburgett) August 21, 2014
Brands also jumped on the wagon. The (waterproof) Samsung GS5 challenged competing Apple and Nokia models.
Brr, Our #GS5 just took the #ALS #IceBucketChallenge in support of @MNDAssoc Are you up for the challenge? http://t.co/1OxE62P1pt
— Samsung Mobile UK (@SamsungMobileUK) August 22, 2014
While Southwest Airlines pulled in Virgin America:
Brands getting in on #als #IceBucketChallenge & tying in their own charities as well. Real-time marketing gone right! pic.twitter.com/X6ixR0tIju
— Lisa Bregman (@LisaMBregman) August 10, 2014
You know things are going your way when a Muppet gets on board.
Naked Kermit the Frog risks life for #IceBucketChallenge http://t.co/bkEw3zVK2I
— Mashable Watercooler (@watercooler) August 20, 2014
Ice Bucket Takeaways for Marketers
Want to learn how to replicate the viral marketing success of the Ice Bucket Challenge? Take your pick!
8 Game Changing Marketing Lessons From The ALS #IceBucketChallenge @DavidAFrankel http://t.co/SV4r6pIows
— Inc. (@Inc) August 19, 2014
Don’t have time for eight lessons? Here are five.
Spot on: @GordonPlutsky shares 5 content marketing lessons from the #IceBucketChallenge … http://t.co/kFLfxNMyvX
— Martin Lieberman (@martinlieberman) August 18, 2014
Or just one.
A lesson in making a splash: Why the #IceBucketchallenge has caught the imagination of so many http://t.co/8m1wqTRF6R by @DigitalAnnexe
— The Drum (@TheDrum) August 22, 2014
Brand marketers shouldn’t be the only ones paying attention. Other nonprofits are trying to figure out how create their own version of the Challenge.
A case study about how integrated marketing communications raises awareness, funds & engagement. http://t.co/E9EBONg6wH #IceBucketChallenge
— GA Center Nonprofits (@GAnonprofits) August 18, 2014
Is the Ice Bucket Challenge more about “slacktivism” than supporting the cause to end a terminal disease? An agency weighs in.
The ALS #IceBucketChallenge has created quite the buzz this summer. Amanda weighs in from a marketing perspective: http://t.co/kKp6YUNbmz
— Brighton Agency (@BrightonAgency) August 20, 2014
Recreating the success of the Ice Bucket Challenge won’t be easy. Unlike brands, the ALS Association exists to help find a cure for a disease. The Association is selling hope, while creating an opportunity for individuals to do something to help. You may not be selling something quite as noble, and that’s ok. But consider using one of these agencies to help you build a viral marketing campaign. Remember: keep it simple.
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