You must have spotted at least one still frame of a celebrity getting drenched by a bucket of water in your Facebook newsfeed this weekend. Maybe you’ve even been challenged to participate in what has become the latest viral marketing campaign, the Ice Bucket Challenge. The viral campaign has already got over 2.2 million mention on twitter and 1.2 million videos on Facebook.
What is it?
A social media marketing campaign to raise awareness for ALS, also known as Lou Gehrig’s disease. It’s a neurodegenerative disease characterized by rapidly progressive weakness, as well as difficulty in speaking, swallowing, and breathing.
The campaign, which was inspired by the ice bucket challenge, was put together to raise money and awareness for ALSA – the ALS association. And saying the campaign is a success would be a grave understatement. The campaign has raised an unprecedented amount of money for the disorder – surpassing $15 million today. The awareness raised by it is hard to calculate, but it’s safe to say that it’s likely surpassed a hundred million if we add up all the fans and followers of participating celebrities.
How did it start?
According to ALSA’s news release on August 6th, it was former Boston College baseball captain Pete Frates and his family who helped the movement go viral. Frates has worked tirelessly since his diagnosis to raise awareness about the disease.
Why did it go viral?
The campaign has all the elements necessary for social virality. It contained a simple message, a clear call to action, and was easily spreadable, much like the Ice Bucket Challenge, which became a global phenomenon.
Simple
The #IceBucketChallenge is incredibly simple. All the ingredients needed for participation and readily available for most people: a smartphone, a bucket, water, and social profiles. Over 70% of Americans who own a phone have a smartphone, which makes recording and sharing videos via social a breeze. North of the border, here in Canada, over 56% own smartphones – which means the #IceBucketChallenge has millions of potential participants.
Clear
One difficulty that many non-profits have is how to articulate the proper call to action in an awareness campaign. Most of them end up focusing on raising money for a cause by asking for donations. The #IceBucketChallenge did this too, one half of their message asks for donations, and the other asks for participation and raising awareness. It’s this later part that has been at the root of the campaign’s virality and one reason is the clear call-to-action for participants. You know what you’re supposed to do because the person who nominated you is showing you, just take a bucket of ice water and pour it over your head.
Spreadable
The nomination part was key to spreading the message exponentially. Every person nominates multiple people to take the ice bucket challenge, e.g. Mark Zuckerberg and Bill Gates nominated three people, and Justin nominated a potential 19 million.
See a playlist of the popular Ice Bucket Challenge videos done so far:
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Frequently Asked Questions
Who started the Ice Bucket Challenge?
The Ice Bucket Challenge was inspired by Pete Frates, a former Boston College baseball player who was diagnosed with ALS. Frates and his family helped spread the challenge to raise awareness about ALS.
How did the Ice Bucket Challenge go viral?
The challenge went viral because it was simple, clear, and spreadable. The easy-to-follow instructions (pour ice water, film, and nominate) made it accessible to millions. The viral spread was also fueled by the nomination system, where participants challenged friends and celebrities to take part.
What was the goal of the Ice Bucket Challenge?
The main goal of the Ice Bucket Challenge was to raise awareness for ALS and raise money for the ALS Association (ALSA). Participants were encouraged to donate while also participating in the challenge.
How much money did the Ice Bucket Challenge raise?
The Ice Bucket Challenge raised over $15 million for the ALS Association, surpassing expectations and making a significant impact on ALS research.
How can I participate in the Ice Bucket Challenge?
To participate, fill a bucket with ice water, pour it over your head, and film the moment. Then, post the video on social media and nominate others to take the challenge or donate to the ALS Association.
