The ALS Ice Bucket Challenge has been one of the hottest topics on the Internet over the past month, with videos of all sorts of people hoisting buckets of ice water over their heads and dousing themselves in the name of charity.
The challenge has also raised jaw-dropping amounts of money in a short period of time for ALS research. It’s reported that the ALS Foundation raised $10.3 million in a single day, thanks to the popularity of the challenge.
So how does something so simple become something so viral and raise awareness and funds?
1. A low barrier of entry. What do you need to make a challenge? A bucket, ice, water, a smartphone to capture the video, and two minutes of your time.
Too often attempts at virality fail because they’re too complicated or too expensive. The goal is to get as many people as possible involved, so barrier of entry to participate has to be low.
2. A touch of urgency. According to the rules of the Challenge, you have 24 hours to accept the challenge, or you “have” to pay the ALS Foundation $100. Putting a limited window of time ensures that people won’t put off the challenge.
3. Built in viral mechanism. The ALS Challenge is a bit different than most viral campaigns, because you’re publicly challenging three other friends to participate. Also, it’s not an invitation; it’s a dare. There’s a lot more energy behind someone publicly saying “I dare you!” instead of “Try this!”
Read on for three more components of viral campaigns on OPEN Forum.
What’s going to be hot in marketing next year? Images. What’s not? Useless apps. Read more Marketing Trends: What’s Hot And What’s Not For 2014.