subrosaDom -> RE: Ice Bucket Challenge (8/20/2014 4:24:42 PM)
|
quote:
ORIGINAL: Musicmystery quote:
ORIGINAL: dcnovice Have you taken the challenge? Had someone pour icy water over your head as a way to raise awareness of ALS? I haven't, at least not so far. To be honest, I'm, not quite sure what i think of this viral phenomenon. It's great that folks have found a creative way to draw attention to a brutal disease, and I've read that giving to ALS charities has skyrocketed. Yet something doesn't sit quite right with me. Maybe it's the idea of being challenged by name to prove I care, to yield to someone else's idea of what warrants my attention and my funds. Or perhaps it's the slightly gimmicky nature of it all. Then again, I could be overthinking this. So I'm curious: What do you think of the Ice Bucket Challenge? It doesn't matter what you do or not do with the water. The campaign is successful -- people are talking and passing it on. Mission Accomplished. Good marketing, after gaining attention, engages and educates. This does so in a fast, kind of cheap way, but...it does it. And it makes an offer that has people either donating or likely spreading the word. From a Madison Avenue perspective, I think the client would be very, very happy. Yes. You nailed it. By making it a dare-you, fraternity-sports type thing, it guaranteed virality, because athletes "have" to do it or they will be perceived (incorrectly in my view) as wimps. So the virality is built in. Brilliant marketing. That's all it is. There's nothing to overthink.
|
|
|
|