Have you seen the millions of videos, posts and more than $94 million in donations pouring in to the ALS Association about the Ice Bucket Challenge in the past few weeks? From Oprah Winfrey and Sir Patrick Stewart, to me and probably all your friends and family, someone has participated in what has become the latest social media viral video campaign. So far, over three million people have donated to the organization.
What is the Ice Bucket Challenge?
It’s every social media manager and marketer’s dream: a viral “campaign” benefiting the ALS Association that helps raise awareness about ALS (amyotrophic lateral sclerosis, a progressive neurodegenerative disease) and fund research to find the cause, treatment and “ultimately a cure” for ALS.
How does it work?
Within 24 of being challenged by family or friends, you’re supposed to make a $10 donation, challenge three more friends and pour a bucket of ice cold water over yourself, while you record a continuous video accepting the challenge and doing it. Then, upload the video and share it with friends on social media using the hashtag #icebucketchallenge. Some people have not made donations and have only made the video. Others have made a $100 donation and skipped the pouring of ice cold water over themselves.