Ice Cold: Ice Bucket Challenge Needs More Heat
It’s always news when a piece of content goes viral but in the case of the “Ice Bucket Challenge,” we’re happy to report that dumping a bucket of ice on your head is all for a good cause. The idea is simple: Pour a bucket of ice on your head and have someone video tape it; post the content to the web (preferably a social-media channel), and then challenge up to three friends to do the same within 24 hours. If they do not, they must donate $100 to “Strikeout ALS.” ALS is more commonly known as Lou Gherig’s Disease.
If you haven’t seen videos on your newsfeed, you likely will soon. Or simply search #icebucketchallenge on Twitter. It’s been everywhere as of late, including the Today Show. This week I found five different “Challenge” videos on my Facebook newsfeed from one day.
The origins of the movement are unclear, but there is no doubt that it has caught on quickly, seemingly achieving social media success without proper PR support or a formal marketing campaign.
As communications professionals, we see a missed opportunity for a brand or research organization to really own the program. What would make sense is a unifying site where these “ice droppers” could share their videos and encourage donations directly on the site. Movember’s site is a great example of a social movement site done right.
Without that central support and core message, the viral sensation – while for a good cause – feels misguided. Is the objective to dump ice on your head (and get those ego-boosting “likes” at the same time) or to truly encourage donations? Many of the videos I’ve seen lack that link to a site to donate.
In the meantime, if you’d like to donate to ALS without dumping ice on your head, please click here.