Ice-Bucket Challenge at Promodo and marketing takeaways from this social phenomenon

Bucket of Water 02Brands,  aiming at spreading the word via social, dream about viral campaigns that find success with the online audience. However, massively shared social videos or posts still remain a tricky thing with no one-fits-all recipe. What remains for marketers is to study ingredients of real-life examples of campaigns that went tremendously popular.  

Ice-bucket challenge  is the most recent social fade.  Mashable has already called it “the Harlem Shake of the summer”. Statistics says over 1.2 million videos have been shared between June 1 and August 13.  The phenomenon provides lots of takeaways for online marketers, such as: low entries barriers for participants, good causes incorporated, emotional trigger, etc. (you can read more about lesson from Ice-Bucket Challenge here).

The widest coverage has been reached by #Icebucket videos made by famous people and celebrities including Mark Zuckerberg, Bill Gates and Lady Gaga.

Ice bucket challenge.docx

While we ourselves, of course, learnt a lot from this case, we decided not only observed the trend, but made our own contribution.  Several folks at Promodo have already taken part in Ice-Bucket Challenge and donated money, including our Managing Director at Promodo UK, Miles Scudamore.

Untitled design (1)

Untitled design

Promodo’s director, Aleksander Kolb didn’t stay aside. His version of Ice-Bucket Challenge Aleksander devoted to the charity program he is being an active volunteer at  —  Save-heart.com.ua  —  the program is to raise money for new surgical equipment to help children with congenital heart disease.

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Marketers keep on discussing the reasons why Ice-Bucket Challenge became so popular, Huffingtonpost says it is mostly because of celebrities brought in and Facebook where videos have been published. What are your thoughts on this?  Is there a way to predict a virality of the video and can we use the term “viral” at all? Feel free to share your opinion in the comments below.

 

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