The idea of having a bucket of ice cold water poured on your head would seem outrageous for most people. However, for the ALS Association it has proven to be ingenious. This widely popular ALS marketing campaign raised $100.9 million in the four weeks after it was first posted on social media.
I first learned about the concept in May of 2014. I noticed that many of my social media friends were challenging others to accept the cold water challenge or donate $100 to a charity of their choice. However sometime around July/August a second wave of social media frenzy began but this time the once ambiguous “Ice Water Challenge” was renamed the “ALS Ice Bucket Challenge”. The concept was the same but three key changes were made that solidifies why this was an effective marketing strategy.Read More