What I Learned From Getting Suckered Into Completing The ALSA.org #ICeBucketChallenge

A couple of days ago, I mentioned on Twitter that I had been called out by a tech journalist, friend and quintessential Twitter troll, Andrew Yew, to do the ALS #IceBucketChallenge, along with another tech journalist, Vernon Chan.

ALS_1_edited

 (Photo credit: Vernon Chan)

For the uninitiated, the ALS Ice Bucket Challenge basically involves dumping a bucket of ice water on someone’s head to promote awareness of the disease amyotrophic lateral sclerosis (ALS) and encourage donations to research. (Now, as with all things there will be those who have a different opinion, which I fully respect. In our case, we felt that this message from a family coping with ALS helped us decide to move forward in our support for this initiative)

The three of us decided to take up the challenge – but, inspired by the genius that is Charlie Sheen, we added a twist. We asked for donation pledges a minimum of RM100 per bucket, hoping to raise at least RM1,000 for ALSA.

(No) Thanks to some very generous friends from my end (who clearly felt that it was money well spent to see me suffer) as well as my neurotic overachieving personality, I (unfortunately) managed to raise RM800 – which meant I had to douse myself with eight buckets of ice water.

Altogether, it was all in good fun. Along with our personal contributions, we successfully completed the challenge raised a combined total up to RM1,800, surpassing our intended goal!

So, for your viewing pleasure, here’s my #IceBucketChallenge video:

What I learned

Now, being the marketing geek that I am, here are several reasons why I think the ALS Ice Bucket Challenged worked the way it did – so much that it even crossed over to having Asian celebrities, politicians, and industry captains participating.

1) It was fun

Whether you were watching the video or participating in the challenge, it was a pretty fun experience (unless you have to pour eight buckets!). Never underestimate the value of simple fun to get that buy in – whether it’s to share a video, participate in the activity or to even be challenged to donate to a good cause. And, by the way, it needs to be genuinely “fun” for the participants – and just for the brand/organization.

2) It was easy

The idea was very simple: Dump a bucket of ice water over your head or donate to Alsa.org, then nominate three others to do the same, all via video. Easy to do, easy to communicate, easy to pass on the challenge. Too much “viral” campaigns have complicated T&Cs (the infamous “terms and conditions apply”) that more time is spent trying to explain the activity and its expected outcome, than actually participating in the initiative itself. Don’t let legalese and marketing-speak crowd out beautiful simplicity.

3) It was involving

The Ice Bucket Challenge worked because it involved people nominating people – which is essentially your good ol’ “Word Of Mouth” marketing at work. The transmission by participation meant that the people involved would be responsible for getting others involved – basically serving as “sneezers” spreading an ideavirus” (to borrow Seth Godin’s parlance). Another thing to note: while the attention to the campaign was greatly accelerated globally when big names got involved, what truly got people participating was the direct challenge from someone they knew. While it mattered that the likes of Bill Gates and Mark Zuckerberg were lending their names to this great initiative, it was the “people nominating people” bit that helped the movement gain traction and become that elusive “viral campaign” that many aspire towards.

In the end, the ALS Ice Bucket Challenge is clearly going to be this year’s marketing, digital and social media case study. Plenty of people are already starting to analyze the campaign and attempt to reverse engineer it.

In fact, Samsung even attempted to capitalize on it…

… and, in board rooms across the world, marketing teams are hoping to dream up the next “Ice Bucket Challenge” for their brands and organizations:

Still, say what you will, though, the campaign worked. The latest update from Alsa.org (as of this writing) shows that the campaign has raised a staggering US$70.2 million.

LG World’s Slimmest TV Viral Video

This has been making its rounds via social networking sites… The video is purportedly security camera footage taken from a consumer electronics store. In the footage, we see one particular individual behaving oddly, fully facing the camera at all times.

It is only when the individual exits the building do we realize the “punchline” of the video – with the brand and advertising message sitting quietly in full view of the viewer.

What’s pretty amazing is the concept and execution of the video – it certainly had a lot of people fooled into thinking that this was actual security camera footage and not a commercial of any sort. Not only that, the way it was uploaded to YouTube – from the title of the video (text in low caps – “smart thief caught on cam”) to the description of the video (“Take a look what this guy did in broad daylight!”)… everything was done to make it look as authentic as possible without a hint of marketing messaging. Even the brand placement and advertising message was something a lot of people missed… which, to me, makes this even more powerful.

Sometimes, less is more… and “quiet” can be pretty “loud”. If you check out the video on YouTube, it has already garnered more than 2.4 million views since it was posted (under what appears to be a pseudonymous account) on 28 Dec 2011 (as of this posting today – less than a month since the original posting date).

The Top 10 Viral Ads Of All Time (Via AdAge)

I just read Advertising Age’s feature on the Top 10 viral ads of all time. Several takeaways for me here:

  • It’s hard to imagine that viral videos came on just a little over five years ago! It seems like a lifetime in internet-time! Back then, YouTube was all about home videos featuring pet tricks, backyard stunts, children videos and such. Today, you see participation by huge brands launching entire campaigns on what is today a very viable advertising channel/medium.
  • Good viral videos are those that entertain! Which makes sense – if you consider the demographics and psychographics of internet (and especially YouTube) audiences. Besides that, with digital and social media now – the ability to “pass it on” has increased exponentially. So, if it’s entertaining, it will spread.
  • To be entertaining – you don’t necessarily need to be a big brand with deep pockets or hire a hotshot creative agency. You need great content that entertains… easier said than done (even for big brands with deep pockets or hotshot creative agencies!). Case in point:

The No. 1 video advertiser of all time is Blendtec, whose “Will It Blend” series has been around in the same form for four years, accumulating 134.2 million views. The key? The brand found what works and stuck with it. Each of the more than 120 original clips has the same kitschy music, the same tagline, variations on the same stunt and the same host, Blendtec CEO Tom Dickson.

View the top 10 videos here.

The Anatomy Of A Brilliant Idea Going Viral

Currently trending on Mashable is an interview article on How Coca-Cola Created Its “Happiness Machine” where Global Senior Brand Manager for Coca-Cola, AJ Brustein, Definition 6 Director of Interactive Strategy, Paul McClay and Definition 6 Creative Director Paul Iannacchino talk through the making of Coke’s “Happiness Machine.”

It offers great insights into the anatomy of how a brilliant idea can go viral. I especially enjoyed the various practical tips interspersed throughout the article:

Continue reading “The Anatomy Of A Brilliant Idea Going Viral”

Discovering CopyBlogger

I just discovered (I know, I’m slow) CopyBlogger.

I really haven’t had the luxury of delving further into his work yet, but here are the few I’ve started with. More thoughts as I plow through…