ALS Ice Bucket Challenge, a spectacular marketing feast

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These days, everywhere can see celebrities accept the "Ice Bucket Challenge" video, from abroad to the country, from the sports to the cultural sector, a few days, so that "roll-call" charity activities are popular around the world, everyone is concerned about the next named who will be. Did not see the overwhelming publicity, just through the influence of the people from all walks of life independent transmission, small series have to say, this "roll call" activity of the initiator is quite clever, for us to create a very different marketing feast.

First of all, let's take a look at the cause of the event. The event, which originated from the famous baseball player at Boston College and is now struggling with the ALS disease, is a charity event for people with ALS disease. ALS is the full name of "muscular atrophy of the side sclerosis", the British also known as "motor neuron disease", which is incurable and fatal disease. Hawking is the patient of this disease, it is said that Mao Zedong's later years also because of this disease eventually led to a variety of complications of death.

Well, clear the reason, then we start to enjoy the marketing feast

First Course: "Charity" is not to be denied.

This activity is for ALS fund-raising charitable activities, and as the saying goes, "Save a Life, win build seven-class pagoda", the world heard "charity", generally will not refuse, not to mention is the social image is extremely tall, the community is extremely concerned about the big guy? So the "charity" position is irresistible to the participants, Even if the heart is not so happy, but also actively participate.

Second dish: "Roll call" form unique

In our view, charity is not a party or an auction, and generally is relatively low-key. And this activity, in social media high-profile "Roll Call", let the big guys also have to take, "would rather die, also can not surrender", not to mention just a bucket of ice water? On a hot summer day, ice water has become a cool and extreme experience. In addition, "roll call" quite a bit "share, there are difficult to be" feeling, but also a bit of "revenge, there is resentment," meaning, this is to see the big guys point of "friend" or "enemy".

Third Course: "Challenge"

The charitable use of the challenges of the form, seize the human contending, the choice of a bit difficult, but not particularly difficult activities-the ice water poured all over the body to challenge. So far, except for Mr Obama, the names have accepted the challenge. It is this form of challenge that inspires the enthusiasm of the big boys to fight. Big guy is not easy to lose "face", no matter what challenges, must be head-on confrontation, can highlight the big guy style.

Fourth course: "Big guy" effect spreads far-reaching

I do not know if you have noticed that the participants in the activities are the big guys from all walks of life. The science and Technology of Bill Gates, Zuckerberg, Lei, Robin Li, Luo, sports James, Kobe Bryant, Ronaldo, Currie and so on, entertainment industry Taylor, Justin, Andy Lau, all familiar, through their dissemination, the impact of this event can not be far-reaching? Another way of saying it is that big friends are big guys, A big guy dot three, three big guy point nine ... Such a spread of influence is conceivable.

Fifth course: The money is cleverly set

In the Ice bucket Challenge, the person named will either accept the challenge within 24 hours or choose to donate 100 dollars to fight "amyotrophic lateral sclerosis", or both, and then nominate 3 challengers upon completion. In fact, most of the challengers are doing both, 100 of dollars for the big guys is bucket, anyway, has accepted the challenge, why not show their "charity Heart"? In addition, the donation amount of the setting for the name of the role is also very clever, if the donation amount set to tens of thousands of U.S. dollars, hundreds of thousands of U.S. dollars ... ..., Xiao Bian believes that the bosses will become cautious when they call the roll. Although there is a "charity", but because of your name, others may lose tens of thousands of of dollars, or even hundreds of thousands of of dollars.

"ALS Ice Bucket Challenge" Feast here is over, a wonderful marketing feast, let us memorable, you think?

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