Written by: Crystal Armstrong
Online & Mobile Marketing EXSM5513
Module 3 assignment.
How Does it Work? Simply put, If you do not want to take the Ice Bucket Challenge, you donate to the charity directly, if you do not want to donate, you dump a bucket of ice water over your head, post it on social media and issue a challenge to two people to do the same using the hashtag #AlsIceBucketChallenge and post it to social media platforms of your choice.What is it?
The ALS Ice Bucket Challenge was a social media campaign designed to raise awareness/funds for Amyotrophic lateral sclerosis (ALS), or "Lou Gehrig's Disease".Did it work?
The ALS campaign raised $100,000,000, increasing fundraising efforts by over 3500% vs 2013.Why it worked:
'ALS Ice Bucket Challenge became a social media frenzy because it was essentially fun, easy and for a good cause' Plenty Consulting. 36 celebrities completed the Ice bucket challenge including Oprah Winfrey, Justin Beaver and Taylor Swift to name but a few.
What Principles Were Applicable to this campaign - All 6!
- Simplicity - Required water, ice, a bucket and a phone to post the event
- Unexpectedness - Everyone is curious to watch a fun video of a friend embarrassing themselves - the social cause just make it better.
- Credibility - Excellent cause with a charity with a solid background
- Emotions - The challenge had it all! Peer to Peer, Fun, aaccessible good cause and interactive wi!h the final call to action being 'friend to friend' to donate and complete. Peer pressure can be a good thing!
- Stories - Every challenge was the same but unique and each person who shared and commented couldn't wait to see who was next and if they completed the challenge.
