What We Learned From the ALS Ice Bucket Challenge
In 2013 the ALS Association, an organization dedicated to providing care options and assistance to those battling Lou Gehrig’s Disease, raised $2.7 million between the period July 29 through August 27. A year later the organization raised $94.3 million for the same period, attributed to what has become known as the ALS Ice Bucket Challenge. The challenge, which to date has raised over $114 million toward the cause, has become a phenomenon that has taken on a life of its own.
The Ice Bucket Challenge has raised awareness and attention to ALS but it has also caused organizations to re-evaluate how the power of suggestion and social networks can drive attention to your product or service and create a massive call-to-action. Here is some more information about the ALS Ice Bucket Challenge and how its success may apply to your situation as you work to increase your impact online.
What is the Ice Bucket Challenge?
The ALS Ice Bucket Challenge was created innocently enough in July 2014 as a challenge between two friends that happened to choose ALS as their charitable beneficiary. The power of networks connected one of the original challengers, Chris Kennedy of Sarasota, Florida, to challenge his wife’s cousin whose husband, Anthony Senerchia, suffered from the disease. What began as a small challenge between friends and family members that was shared via social media became a national and international viral sensation.
There have been as many detractors regarding the Ice Bucket Challenge as there have been supporters. Many of those who have been critical of the campaign believe that those who participate in the challenge bring attention to themselves as oppose to the cause for which they are broadcasting awareness for. Regardless of the criticism, it cannot be disputed that this type of peer-to-peer marketing brought in measurable results and challenges our norms with regards to messaging and fundraising.
What the Ice Bucket Challenge Teaches Us About the Sharing Economy
If you use social media as a forum for reaching customers and to communicate information about yourself, products or services, the ALS Ice Bucket Challenge should provide you with plenty of takeaways for your sales and marketing campaigns. The challenge showed the power of social networks and peer-to-peer connections, which were essential to the success of the Ice Bucket Challenge and the amount of money and attention it raised.
The sharing economy, or peer-to-peer marketing is more likely to appeal to those younger consumers, the very ones that you as a business owner or service provides want to attract. Being able to think outside of the box and utilize the power of tools such as social media in a creative and inventive way is something we all should learn from the Ice Bucket Challenge.