5 PR tips from the #ALSIceBucketChallenge Featured
By now, the majority of the Western world has seen that video of Anna Wintour being doused in a bucket of iced water. But this was not the handiwork of an anti-fur campaigner. Wintour’s water attack is part of the viral campaign that netted a charity over $50 million.
Earlier this week, the don of Vogue accepted the ALS Ice Bucket Challenge, joining a host of A-listers including David Beckham, Taylor Swift and George Bush, who also voluntarily subjected themselves to an iced-water drenching to raise funds and awareness of Amyotrophic Lateral Sclerosis, or ALS, a disease of the nerve cells in the brain and spinal cord that controls voluntary muscle movement, commonly known as Lou Gehrig's disease.
For weeks we’ve watched celebrities and friends alike soak themselves on camera and nominate others to do so within 24 hours, or forfeit in way of a $100 charitable donation.
How did this slapstick campaign earn the support of the most feared woman in fashion? Here are 5 elements that turned the ALS Ice Bucket Challenge in to PR gold.
1. Emotional AND logical appeal. The ALS Ice Bucket Challenge caters for everyone: it is silly enough to do it, and makes you feel stupid if you don’t.
2. Celebrity certification. Justin Bieber’s Instagram fan base of almost 20 million followers were treated to his bucket challenge. Then he nominated Obama.
3. Amusement. Over 70,000 clicked to see Anna Wintour, the embodiment of dignity - drenched within the first 24 hours her video was posted online.
4. Simplicity. If you make work for your audience, you’ll lose them. Most people have easy access to bucket of water and a camera phone. Hopefully, a towel.
5. Shareability. By its very design, the #ALSIceBucketChallenge was engineered to go viral with the rules of nomination and allure of the video content format.
Have you participated in the ALS Ice Bucket Challenge? What appealed to you about this campaign? For more information or to donate to ALS head to www.alsa.org
How did this slapstick campaign earn the support of the most feared woman in fashion? Here are 5 elements that turned the ALS Ice Bucket Challenge in to PR gold.
1. Emotional AND logical appeal. The ALS Ice Bucket Challenge caters for everyone: it is silly enough to do it, and makes you feel stupid if you don’t.
2. Celebrity certification. Justin Bieber’s Instagram fan base of almost 20 million followers were treated to his bucket challenge. Then he nominated Obama.
3. Amusement. Over 70,000 clicked to see Anna Wintour, the embodiment of dignity - drenched within the first 24 hours her video was posted online.
4. Simplicity. If you make work for your audience, you’ll lose them. Most people have easy access to bucket of water and a camera phone. Hopefully, a towel.
5. Shareability. By its very design, the #ALSIceBucketChallenge was engineered to go viral with the rules of nomination and allure of the video content format.
Have you participated in the ALS Ice Bucket Challenge? What appealed to you about this campaign? For more information or to donate to ALS head to www.alsa.org
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comments ( 4 )
Wonderful Bay
27 Jun 2016This website is amazing. I will tell about it to my friends and anybody that could be interested in this subject. Great work guys!
ReplyCarla Rottura
31 Aug 2014I have participated in the ALS Ice bucket challenge!
ReplyI was amazed at how quickly the challenge went viral, it's truly amazing the affect social media has on our society today.
What appealed to me most about this campaign was how it all started. It's great to see members of younger generations doing their part to create awareness of such a terrible disease that many like myself didn't know much about.
Madeleine Buchner
31 Aug 2014As both a marketing student and someone who works in the not-for-profit industry I would like to start by congratulating the incredible people who founded The ALS Ice Bucket Challenge to raise awareness and money for those suffering from ALS (AKA Lou Gehrig's Disease or Motor Neurone Disease). This amazing campaign has helped to raise over $55 million for alsa.org and als.net in the past month in the USA alone. The one thing that gets to me however, is that there are many people out there just tipping a bucket of ice on their heads not knowing what it is all about. I don't think everyone needs to donate money...however if you don't donate money at least participate in raising awareness and know why you are tipping a bucket of ice on your head. The disease is a horrible one both for those suffering from it and those caring for people who have it. I love this campaign - but we need to make sure that next time the people under the icy water know why they're doing it.
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