If you have not heard of ALS Ice Cube Challenge I wonder if
you've been walking around with your head in the sand. The ALS Ice Challenge is
an excellent example of the power of social media to make something viral.
The ALS Ice
Challenge is the seamless example of the power of social media, charity and
celebrity endorsements combined to create a campaign that has exploded into a
viral campaign. The contest is attributed to Pete Frates, baseball player
Boston College who was diagnosed with ALS
in 2012 While the story of how he started the challenge is heartbreaking, the
result has been overwhelming and an actual case study of how social media can
work when used effectively and for the good of others. Although Pete Frates
Boston was the challenge. It quickly spread nationwide in the United States to
India.
According to a press release issued by Facebook, where most
of the challenge has been reported more than 28 million people have joined the
conversation by posting, commenting or like publications regarding the
challenge from 1 June to 17 August. It has been a reported 1.7 million related
to the challenge posted and shared on Facebook.
Public figures and celebrities have joined the challenge.
Participants include Mark Zuckerberg, Oprah Winfrey, Ben Affleck, Tyler Perry,
Kobe Bryant and more.
So, what can marketers learn from this challenge? How can we
take help from this challenge to create our own amazingly successful marketing
campaigns?
Evoke emotions
Do not underestimate the value of emotion in a campaign.
Peter Frakes helped Ice Cube Challenge ALS staff and many of the videos that we
saw spread sentiment all over the campaign and rightly so. How you can use
emotion to make your marketing campaign more personal? How can you share their
values and priorities in his campaign? Evoking emotion you'll draw more
people and create a desire for them to take action and be part of.
Do not complicate
Keep your campaigns simpler. Often we complicate things and
our prospects and potential customers asking what we want them to do. Think of
the challenge - just maintained, the rules were simple, the action was simple.
Take the challenge, soak with ice or make a donation to ALS - there was nothing
complicated or confusing.
Timing is everything
The challenge began in the summer heat, it was the perfect
time. It was also at the end of summer a popular time for family holidays,
children freed from school and work hours are lax. The weather can make or
break your marketing campaign. A couple of things that play at the moment of
his campaign are seasonality, psychology, responsiveness and unique business
cycle. Create the ability to be able to respond to any situation quickly and
this will give you an edge over all your competition.
Get involved personalities and celebrities
Get public figures and / or celebrities can help in
spreading their message. When celebrities and sports figures were in the Ice
Cube Challenge ALS increased exposure to fans and helped spread like wildfire.
This is not always the easiest component to achieve, but if you can it may be
worth. If you think national celebrity is out of your league and budget of
course, there is nothing wrong with considering those within your local market.
Think about this, you'll be glad you did.
Be clear on your objective
Be clear on your goal; keep your eye on the goal. His
campaign has a clear call to action. The goal of the challenge was to raise
money by attracting new and potential donors. They succeeded; more than $ 40
million in donations were received from 29 July to 21 August. Compare this with
last years $ 2.1 million dollars. They succeeded in their goal, as they were
clear. Be clear in your campaign - what do you want your audience to do?
Related Articles
No comments:
Post a Comment