In the past moths, the ALS ice bucket challenge had swept the Internet by storm. Everyone’s talking about it. When they don’t talk about it, they are actually watching the videos. Dare this article say that we can all learn something from the challenge, SEO Philippines providers included. This is especially true for social media marketing (SMM) given the viral nature of the challenge.

 

 

A brief about the challenge

ALS ice bucket challenge is an activity that aims to promote amyotrophic lateral sclerosis (ALS) awareness. It involves pouring a bucket of ice water on the head of the challenger.

READ SOMEWHERE: ALS, which is also called Lou Gehrig’s disease, refers to a neurodegenerative disorder caused by various factors. To understand the plight of the patients, the challenge was created to make people understand the sensation that the patients feel and experience. One way to do so is to pour icy cold water on your head (on your brain, in actuality). That’s what the patients feel.

The rules are simple. Within 24 hours of having someone challenged you, the participant should record a video of himself, herself or themselves while someone dumps ice water on him, her or them. First, the person will announce his or her acceptance of the challenge. Next, the bucket of ice water will be poured over the person’s head. Finally, the person will nominate at least three other persons to do the challenge next. Some participants nominated first before being doused with ice water.

The failure to comply with the challenge means donating $100 for ALS research. Many declined the challenge (including President Barack Obama) and opted to donate instead. Nonetheless, the majority of the participants donated $100 and performed the challenge as well.

 

 

The SMM lessons of the challenge

ALS Ice Bucket Challenge demonstrates the power of video.

Videos have a more viral tendency than images and images with texts/captions. Watching a video is a complete experience that may not be always possible with photos and images. Videos can reach people exponentially thanks to the reach of both Facebook and YouTube. Videos showing a person doing the challenge makes videos a mainstream content format that SMM experts should take advantage of.

ALS Ice Bucket Challenge is both participative and fun.

The challenge itself is fun for the persons involved and funny for those who are watching the videos. The challenge is so simple (and silly for some) anyone can do it. Imagine the likes of Bill Gates, Mark Zuckerberg, Matt Cutts and everyone at Silicon Valley. These are the people you never thought will say yes to the challenge, but they did in all their soaked glory!

ALS Ice Bucket Challenge has a charity angle.

The participants are not just a part of a challenge. Instead, they are doing it as a shared experience with others and for others (the ALS patients). There is an advocacy behind the challenge that made it an effective cause marketing. Most of the participants may not do it just for the sake of participating; they do it because of how meaningful the participation is.

 

 

In sum, a well-planned SMM strategy that resonates well with the intended audience can have unlimited positive effect on your business. Sometimes, there is no need to look elsewhere since the simplest yet most entertaining ideas make for a great SMM.

 

Tidbits

• The #icebucketchallenge might eventually become the most viral post of all time. The challenge is not done yet (in other countries), so this cannot be confirmed at the moment.
• The #icebucketchallenge went viral between July and August 2014.
• The origin of the #icebucketchallenge is unclear although Pete Frates and his friend, Pat Quinn, are considered as the creator of the challenge. Both are diagnosed with ALS in 2012 and 2013, respectively.
• The #icebucketchallenge raised approximately $79.7 million as of August 2014 compared to a mere $2.5 million in the same period last year.

 

Sources: Forbes.com | Entrepreneur.com | Wikipedia