The ALS Ice Bucket Challenge has gone viral. Image: ALS.org
There are two kinds of people on social media: one kind is skeptical, acting as slacktivism whistleblowers, and the other dumps buckets full of ice water on themselves. No matter which side you agree with, the ice bucket challenge is an undeniable testament to how effective internet marketing can be.
What is the Ice Bucket Challenge?
The ice bucket challenge epitomizes viral, and it’s near impossible to login to Facebook and not see at least one ice bucket challenge video. The ice bucket challenge videos are part of an awareness campaign about ALS, a.k.a. Lou Gehrig’s disease, which affects brain and spinal cord nerves.
The Debate
Critics call the challenge slacktivism, or a slacker’s form of activism. Ice bucket challenge Scrooges argue the videos have become less about raising awareness for a good cause and more about attention seeking. However, the ALS Association, who launched the ice bucket challenge video campaign, have raised about $29.6 million more than last year. Ice bucket challenge supporters claim this fundraising success means the videos have merit.
How It Works
Image: ALS Association
Ice bucket challenge participants post videos of themselves pouring an ice water-filled bucket on themselves. The challenge’s ties to the ALS Association means the videos raise awareness, and in turn fundraising, for ALS research. The challenge has no official, ALS Association-sanctioned rules, but the generally accepted rules are:
- Get nominated for the challenge by a friend
- Make a video within 24 hours after being challenged.
- In the video, dump a bucket of ice water on yourself, and donate $10 to the ALS Association.
- Tag 3 or more friends and nominate them to do the same.
- If someone rejects the nomination, the person who refuses must donate $100 to the ALS Association.
Why It Works
The challenge makes supporting the cause easy, fun and social. Participants have a reason to post a lighthearted video, and politely peer pressure their friends to do their part. The ice bucket challenge’s easy to participate nature, coupled with its social incentives, make the campaign susceptible to success.
The ALS ice bucket challenge is an example of viral marketing. Viral marketing is when an organization utilizes strategies that make things go viral on the web. If something goes viral, it means that it spreads across the internet rapidly, similar to the spread of a virus. Often, viral marketing uses hashtags, videos, or, like the ALS Association, both.
The ALS Association encourages challenge participants to use the hashtags #icebucketchallenge, #alsicebucketchallenge, and #strikeoutals. These hashtags make it easier for people to find the videos. More importantly, hashtags organize the videos, making it easier to contribute to and follow the trend. Hashtags also help create a community-like following.
The ice bucket challenge is successful because it’s an internet marketing campaign. Internet marketing is so successful because it engages the target audience by encouraging interaction and participation. ACS’s internet marketing and social media marketing experts understand what makes a successful internet marketing campaign. ACS also provides social profile services, including creating, maintaining and promoting social media business accounts.
Contact us today to turn passive patrons into involved Internet sensations.
ACS Ice Bucket Challenge
Stay tuned to ACS's Facebook for the much anticipated ACS Ice Bucket Challenge video.