If you want to see a marketing miracle, look no further than the internet!
Charity ALS introduced an ice bucket challenge at the end of July 2014. It was started by Pete Frates, a baseball player diagnosed with ALS in 2012. He challenged a few Red Sox players to a ice bucket challenge in raising awareness and donations for ALS foundations. What happened next couldn't have been predicted by any marketing genius. Celebrities from across sports, entertainment, business, media and ordinary folks jumped on this viraling bandwagon. From July 30th to Aug 29th, 2014, Charity ALS and other ALS foundations ended up receiving a record $15.6 million compared to less than $50,000 aggregate same time last year.
Why did the ice bucket challenge pick up this much steam? Why do certain things just work and others don't? I'll attempt to dissect this phenomena and offer my learnings below:
Who's that?
Celebrities have clout and following. They have the multiplier effect that an average joe is happy to just charm his family with. Its the 80/20 rule. ALS Charity put most of their marketing muscle in reaching out to celebrities with ALS. Then let's look at the brilliance of the challenge itself. A celebrity challenging other sportsmen colleagues (celebrities) to douse themselves with ice water or give money to any ALS foundation. Its a win win plot. If the other celebrities take the challenge, they effectively (and hopefully) reach tens of thousands of their fans. If they don't step up the challenge, they donate to the charity.
Tipping Point
Over 80% of the $15.6 million donation pool came in the last 10 days of August before the phenomena fizzled. Its human nature. A new thing gets introduced. It looks shiny, fun and cool. But i'll wait and watch. I'm not a celebrity. They get paid to do this or this is good marketing for them or their new movie or album is about to be released. Who knows and cares. But at some point during the hysterical buildup, things tip over. Le Bron James pouring water over his head is one thing, my neighbor that I play Sunday basketball with posting a video of himself giggling with his kids while his wife topples a bucket on their heads, is another. Now its personal and relatable. The barriers are lifted. If Terry can do it, I'm very curious. My trial threshold just came down to eye level.
Easy Peasy
Let's look at the actual challenge. Its safe, fun, easy and carries no risk. Unlike challenges that have contestants jump off cliffs, hold rallies, run a marathon, fundraise at 6am; this one just requires a bucket, ice water and phone camera. The campaign was started in the dead of summer. Then there was the extra kicker to nominate someone else to do this. You're also collecting brownie points for doing good in your own backyard.
The right campaign at the right time with the right players is bound for success. Although not all variables can be predicted, a little preparation, common sense and willingness to try ideas out-of-the-box can work. Who knows we can also have a little fun doing it!
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