The Ice Bucket Challenge turned every video into three invitations
by
Nonprofit & publicUGC challengeFacebook2014

The Ice Bucket Challenge turned every video into three invitations

Each video tagged three people and gave them 24 hours, so the challenge kept spreading.

2014Format: Do it, then tag three
ALS Association
Ice Bucket Challenge
hook › share trigger › payoff
Facebook
Challenger
$115Mraised for the ALS Association [1]
17Mpeople took part [1]
739,000new donors in about three weeks [2]

In a nutshell

In summer 2014, millions of people filmed themselves getting soaked with ice water and nominated three friends to do the same within 24 hours or donate. The ALS Association says it raised $115 million.

Our take: The ice water was the least important part. The nomination did the work: each video carried a named invitation and a deadline.

One of 1041 viral marketing examples in our library, broken down by format, tactic and results.

What ALS Association did

Ice-water challenges were already going around in mid-2014. Around 30 June, golfer Chris Kennedy did one and named ALS as his cause. From there it reached Pat Quinn and Pete Frates, both living with ALS, and their networks, especially in Boston, carried it.

The rules fit in one sentence: you have 24 hours to film yourself getting doused, or donate, and you nominate three people.

Within weeks, athletes, CEOs and celebrities had joined, and each of those videos started new chains of nominations. The ALS Association credits Anthony Senerchia, Pete Frates and Pat Quinn with launching the movement.

The format: Do it, then tag three

The clever detailThe nomination makes it personal. You're not asked by a charity. You're called out by name by a friend, publicly, with a deadline.
  1. Open
    Callout"I was nominated by…" Social proof and a reason for doing it.
  2. Beat 2
    CauseOne line on ALS, the reason for doing it.
  3. Beat 3
    The douseA quick visual payoff that looks the same in every video.
  4. Close
    Nominate threeThree names, 24 hours. This is what made it spread.

Why it spread

Growth was built into the rules

Each video named three new people. The spread didn't depend on an algorithm. It was in the rules.

Anyone could do it

A bucket, water and a phone. No skill or budget, so anyone could join, including celebrities.

A good cause made it OK to post

Posting a silly video felt good because it was for charity. Critics called it slacktivism, but the money was real.

Results

  • $115 million raised for the ALS Association and over 17 million participants [1]
  • $41.8 million from more than 739,000 new donors between 29 July and 21 August 2014 [2]
  • More than $220 million raised worldwide [2]
  • Funding helped identify NEK1 as an ALS gene in July 2016 [2]
  • The 2015 relaunch raised only about $1 million by October. The effect didn't repeat. [2]

How to copy it

  1. Pick one simple, visual action that takes under 15 seconds and needs no skill.
  2. Tie it to a reason worth posting about: a cause, a reward, or a group identity.
  3. Write the rule in one sentence, including who to tag and the deadline.
  4. Seed it with people who have real networks, and make sure they tag people who will actually do it.
  5. Plan for one big wave. Don't count on a second one.
Template: Do it, then tag three
The [ACTION] Challenge

Rule: Film yourself [SIMPLE VISUAL ACTION, UNDER 15 SEC].
Say who tagged you and why: [CAUSE / REWARD IN ONE LINE].
Tag 3 people. They have [24 HOURS] to do it or [ALTERNATIVE].
Hashtag: #[SHORT, SPELLABLE TAG]

Every video = [WHAT IT UNLOCKS: DONATION / ENTRY / REWARD].

When it won’t work

  • It's obviously a brand ad. People tag friends for a cause or a laugh, not to promote a company.
  • The action is hard, risky or embarrassing, so fewer people join.
  • You're trying to rerun it. The 2015 relaunch showed you can't easily repeat it.

Takeaways

  • Put the spread into the rules: each person who joins should invite the next.
  • Keep the action simple enough that anyone can join.
  • Give people a reason to post that makes them look good.

FAQ

How much did the Ice Bucket Challenge raise?

The ALS Association says the challenge raised $115 million for it, and more than $220 million was raised worldwide.

Who started the Ice Bucket Challenge?

Golfer Chris Kennedy tied an ice-water challenge to ALS around 30 June 2014. Pat Quinn and Pete Frates, both living with ALS, helped it spread.

Did the Ice Bucket Challenge actually help?

Yes. Funding helped researchers identify the NEK1 gene's link to ALS in 2016, and the ALS Association says it expanded clinics and research.

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Sources

  1. The ALS Association: The Ice Bucket Challenge
  2. Wikipedia: Ice Bucket Challenge