Why the Ice Bucket Challenge went viral

Solange and Jay Z’s elevator fight. Kim Kardashian broke the internet. The Fault in Our Stars. Pharell’s hat. The Oscar Selfie. Ariana and Iggy. U2’s non-consensual album.

And of course, the ALS Ice Bucket Challenge.

2014. What a time to be alive.

If you’ve seen our content over at The Attention Seeker recently, you’ll know Jony and our team have been tipping buckets of water over their heads for the last month. This is, of course, to prove to Stan, our boss, that it works better than his marketing strategy.

But flash back to a decade ago, the ice bucket phenomenon was ALL OVER our feeds. From Mark Zuckerberg to President Obama, everyone, everywhere took part in the viral trend.

(Even me, yes. And I PRAY that video never resurfaces).

This craze highlights the power and effectiveness of the ‘challenge and nominate’ strategy. And it's a particularly effective one when it comes to raising awareness for a cause.

But where did it all start?

Amyotrophic Lateral Sclerosis, or ALS is a degenerative disease that affects the nerve cells in the brain and spinal cord. The disease leads to loss of muscle control and is both devastating and deadly.

The initial challenge was niche and was not tied to the disease in any way. But that all changed when golfer Charles Kennedy, whose cousin suffered from ALS, was nominated by his friends. So he decided the funds he raised should go towards the cause.

He then nominated his wife to take on the challenge in the name of ALS.

This video reached an ALS sufferer in New York. Then the videos reached fellow sufferer Pete Frates, a former Boston College basketball player. And he nominated the Boston Red Sox.

Which is when the official ALS ice bucket challenge was born.

But did the viral trend actually make an impact for ALS?

According to the ALS Association website, the Ice Bucket Challenge led to $115 million in donations.

These donations had a direct impact on the fight against the disease. They led to research that discovered five new genes connected to ALS. All from one simple 'pass it on' challenge.

What can brands learn from the ALS Ice Bucket Challenge?

• On social media, opt for simple and shareable content. The challenge was an easy and shareable action, perfectly suited for social media. Anyone with a bucket, and $4 for some ice at the servo could participate. It didn’t require additional equipment or complex skills. This made it accessible to a broad audience.

• Positive peer pressure is a good thing. The core mechanic of this challenge was nominating others to join in. People were more likely to participate due to the 'pass it on' nature. Actually, they felt obliged. It was like a public call-out. This led to the exponential growth that took the challenge from Charles Kennedy's backyard to the White House.

• People love to support a worthy cause. The campaign's association with a serious and under-recognised disease like ALS deeply resonated with people. They felt by participating they were contributing to the greater good. So think about how you can use your influence for good, beyond building your own brand.

The ALS ice bucket challenge is a masterclass in buzz marketing. The challenge didn't just raise funds and awareness for a widely unknown disease. It also helped advance medical knowledge, giving researchers the ability to make a major genetic breakthrough.

And it shows us the true power of viral campaigns to inspire, educate and amplify.

-Sophie, Copywriter