The summer of 2014 has been a big one for social media, but nothing has defined it more than the Ice Bucket Challenge; a campaign to help raise awareness and money for ALS research.
The Ice Bucket Challenge has dominated many social networks, especially Facebook where videos of those who accepted the challenge has filled user’s newsfeeds.
The idea is pure gold for digital marketers and PR companies. Best of all, it’s simple and easily went viral because it was for a compelling cause.
All people had to do was turn on a recording device, give a quick message which includes nominating others for the challenge, dump ice water on their head and upload to Facebook and other networks.
Pretty brilliant when you consider the concept and its popularity. The reports suggest that the ALS Association who is credited with the campaign has raised over 70 million dollars whereas normally they raise around 2 million by this time of the year.
Of course, the celebrity involvement didn’t hurt.
The danger now lies with those who plan on imitating the campaign. For other organizations who are looking for a boost in fundraising, copying this challenge might leave you feeling like ice water was poured over your head.
This is a classic example of catching lightning in a bottle. Altering it to fit your cause (since the use of ice water is meant to replicate the feeling ALS has on your muscles in some small way), will only have most people ignoring you altogether.
For digital marketers and PR practitioners, you need to try to get one step ahead and figure out how they can utilize social media and its rabid user base to elicit donations and awareness.
The Ice Bucket Challenge will be a digital marketing case study for quite some time and the desire to imitate will be there. You have to resist or risk having it blow up in your face.