THE ICE BUCKET CHALLENGE As an marketer, it just create one of the biggest viral in internet for this period of time....something simple, cheap but brings great impact to the society....interesting marketing skill. This summer, the ALS Ice Bucket Challenge has been soaking daring people across the country. Its become a viral sensation, with everyone from Oprah, to Bill Gates, to Tim Cook participating in the challenge, which dares people to drop a bucket of ice water over their heads to raise funds and awareness for ALS, commonly known as Lou Gehrigs disease. Former Boston College baseball captain and ALS patient Pete Frates and his family helped the ALS Ice Bucket Challenge go viral. His efforts caught on with Boston-area athletes and spread quickly over the Internet. In just a few weeks, donations for ALS charities have gone up dramatically, with the ALS Association receiving $41.8 million, both from existing donors and hundreds of thousands of new contributors. The scale of the results is incredible. However, while many have supported these efforts, many have also expressed their criticism. Some people say it is a waste of water, while others say its a publicity stunt. Some people have criticized the campaign by associating it with slacktivism. Why throw a bucket of ice water over your head when you can simply donate the money straight to the organization? The truth is that this challenge has driven hundreds of thousands to join the fight against ALS. It is effective cause marketing. Those are thousands of people that would have perhaps not donated to other charities. The Ice Bucket Challenge has created awareness that few other similar campaigns have achieved, and has brought millions of dollars to fund efforts to eradicate ALS. Maaco also took on the challenge.
Posted on: Fri, 22 Aug 2014 06:25:10 +0000
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