ALS Association Plots Return of Ice Bucket Challenge

July 1, 2015 - als

  • By
  • Suzanne Vranica
  • CONNECT


Bill Gates holding a ALS Ice Bucket Challenge.

The ALS Association, a classification behind last-year’s entire Ice Bucket Challenge, is plotting a re-launch of a selling attempt in August.

The non-profit it perplexing to revitalise a viral video disturb that had millions of people including celebrities, politicians and tech moguls transfer buckets of ice H2O on their heads in an bid to lift income for amyotrophic parallel sclerosis (Lou Gehrig’s disease) final summer.

To assistance jump-start a effort, a ALS Association will be rising a tiny promotion campaign, that will embody paid ads on amicable media sites such as Facebook, during a finish of July. It also will betray a new microsite, combined pro bono by Omnicom Group ’s TBWA, that will horde some of a some-more renouned videos and also concede people to some-more simply present online.

Repeating final year’s success won’t be easy. The Ice Bucket Challenge wasn’t a delicately orchestrated selling attempt though instead a weed roots bid that started when a golfer in Sarasota, Fla. combined a video that showed him transfer a bucket of ice H2O on his head. Thanks to amicable media sites such as Facebook, a bid took off and helped ALS Association lift $115 million from Jul 29 to Sept. 15, a distant cry from a $5 million it lifted in a year-earlier period.

All told, 17 million videos were created, 159 countries participated, and 70 billion video views were counted, ALS said.

ALS knows recreating a viral inlet of final year’s bid might be an ascending stand and a classification says it will step easily when it comes to marketing.

“We never wish this to be something that is too corporate or too slick,” pronounced Brian Frederick, arch of staff during a ALS Association.

The organisation wants to say a “integrity” of a strange plea though also “remind people that it’s function again,” Mr. Frederick added. “There is a excellent line between orchestrating it and carrying it be organic.”

Mr. Frederick and Pat Quinn, a New Yorker who has ALS and is one of a people that helped start a challenge, spent final week creation a rounds during a Cannes Lions promotion festival visiting with media, record and ad companies in an bid to drum adult assistance for a relaunch of a challenge.


–ALS group receiving their Cannes Lion award.

In between meetings, a Ice Bucket Challenge raked adult over 11 Cannes Lion awards including alighting a Grand Prix for Good award, that recognizes well-developed campaigns for charities or open use messages.

“It’s been awesome,” pronounced Mr. Quinn, during an talk final week.

______________________________________________________
For a latest media, selling and promotion news, follow us on Twitter:

Subscribe to the morning newsletter, delivered true to your inbox.

source ⦿ http://blogs.wsj.com/cmo/2015/07/01/als-association-plots-return-of-ice-bucket-challenge/

More als ...

› tags: als /