A New Case Study For Every Creative Brief

There have been so many buckets and so many videos and hopefully so many donations to the ALS Association.

So what made this crazy scheme go viral? What got so many hooked from celebrities to the cutest of little kids dumping ice on themselves and their parents?

A lot of people have had a lot to say about those questions.

• The Ice Bucket Challenge Won’t Solve Charity’s Biggest Problem (Harvard Business Review, 9.4.14)
• The “Ice Bucket Challenge”: A case study in viral marketing gold (Digiday, 8.14.14)
• What You Can Learn From the ALS ‘Ice Bucket Challenge’ (Inc.com, 8.13.14)
• How the Ice Bucket Challenge Exemplifies Viral-Marketing Serendipity (Entrepreneur.com, 9.2.14)
• What Marketers Can Learn From the Ice Bucket Challenge (Advertising Age, 8.20.14)
• Four Lessons Brands Can Learn From the ALS Ice Bucket Challenge (Forbes, 8.20.14)
• The ice bucket challenge: Definitely don’t try this at the office (The Washington Post, 8.19.14)

So read up, but just don’t expect to meet your client’s expectations when they ask you to do what the ice bucket challenge did. “You can’t just walk into a marketing agency’s office and say, “Make me a viral marketing campaign.” Otherwise, everyone would do it.”