Brands, 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.
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.
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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.
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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