Aug 31

Phenomenal Marketing with Ice Buckets

ice bucket shotIf you have not been living under a rock, you are most likely aware of the ALS Ice Bucket Challenge.  Just the fact that I said that is proof enough that the Ice Bucket marketing campaign is absolutely brilliant.  It is a marketing ploy that involves very little work for ALS once it is unleashed as we do all the advertising for them.  In fact, they didn’t even come up with the campaign initially.  There have been cold water challenges around for a while but nothing of this massive scope.

For the ALS Association, they have basically got us shooting our own commercials for their charity and it has caught on like wildfire.  ALS has tapped the power of Social Media for their cause and they are counting the money as our self produced commercials feed them the donations.  Make no mistake this is a worthy cause and more money will go to the researchers because their marketing costs are minimal.

A huge part of the success of this campaign is from the celebrity front.  Once the celebrities started doing the challenge and they have in droves, it went to instant viral status.  Another part of the brilliance of the campaign is the nominating aspect.  Really, if you are going to have ice water dumped on you, it is only fair to pass the ordeal on to others.  In fact, the nominating part is probably the best part of the concept as you call out family, friends, coworkers, or the neighbor down the street.  I was a little creative in my nomination process as you can see below in my Ice Bucket Challenge video.

Another aspect that has made this a great challenge is youTube.  This is a visual challenge and with everyone’s easy access to video recorders today it became feasible for every challenge to end up on the Internet for us to see.  Even ten years ago this challenge would not have been able to propagate so easily.  My hat is off to ALS for their brilliance and I will simply say that if you haven’t done it yet, what are you waiting for?


Candace Mountain




  1. Harold Gardner

    The ice bucket challenge has been an awesome campaign. Interestingly it was not created by a marketing firm or even the charity…just a baseball player, his team, & his family looking to make a difference.

    1. camountain

      It really has. They are closing in on 100 million from this campaign.

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