ALS Ice Bucket Challenge, turns out to be hype

The hottest news of the two days is the ice bucket challenge of social networking celebrities. First, foreign bosses such as Bill Gates and Cook have been passing the event in the form of challenges, calling on the public to focus on ALS (amyotrophic lateral sclerosis) and then into the country. A plus Liu become the first person in the domestic scientific and technological ice bucket, DST boss challenges Lei, Lei also poured. Then these two people continue to challenge, Lei Andy Lau, Li, Gou, Liu Challenge Zhou, Luo and Liujiang. It is estimated that the future of the domestic ice bucket challenges, a lively.

What is ALS and Ice bucket challenge

ALS is the full name of "muscular atrophy of the lateral sclerosis disease", the British also known as "sports nerve cell disease." It is incurable and fatal. Hawking is the patient of this disease. According to the former 301 hospital Dean recalls, Mao Zedong later years also because of this disease finally causes many complications death. ALS is a motor neuron disease that often dies within 3-5 years of illness. The prevalence rate of ALS in most countries is 5/100,000 ~7/10 million, up to 40/100,000, and the Pacific Guam area is a high incidence of the disease. The Ice Bucket Challenge is America's desire to influence celebrities to get more people to focus on ALS and social-welfare donations for the ALS Association, people invited to the challenge will be able to roll out the three other good guys if they pour ice water and upload videos. If you don't want to pour ice You need to donate 100 dollars to the ALS Association for Disease Control.

The event stems from friends and relatives of Peter Frates, a famous baseball player at Boston College, who now struggles with ALS disease (Fretz). It is also because of such a relationship, active duty for the Boston effectiveness of the core control of Wei-long became the first NBA player to echo the sport. NBA Circle has LeBron, then to the American big guy, now to Chinese celebrities.

Second, carefully planned communication mode

This Ice bucket challenge design is very ingenious, the northern hemisphere August is the hottest time, the ice bucket to a bucket will not have much impact on health. It's a fun thing to do. And the challenge mode can spread like a virus. The big guys certainly don't care about 100 dollars, but the challenge is a little bit of a shrug for men, and the big guy's social circle is the big guy, so the pattern spreads fast. No challenge to donate 100 dollars, the challenge will not mean 100 dollars. And celebrity influence can let more people know ALS, the effect of this fund-raising is very good.

In fact, in the design of the rules, this communication made a logical trap, you only have to choose between the ice bucket and 100 dollars, and can not be ignored. In fact, the challenged can be ignored. However, the social network can circle is just acquaintances, you ignore the choice to donate less than 100 dollars is trivial, acquaintances do not give others face, ignoring the existence of others is the big thing.

Have to say, this is a carefully planned dissemination of fund-raising, it uses the men combative, using the friend Circle of face, made a logical trap. A classic case of transmission.

Three, the big boys with a hitch.

The scientific community needs eyeballs, and eyeballs mean influence, which means investment. Since someone carefully planned a such excellent platform, the big guys are happy to follow suit, hype the eyeball. 100 dollars is small, and ice bucket attracted to the eyeball, bring hot and media reports, is 10000 dollars PR fee can not buy, this kind of cheap big guy of course not earn white not earn. So we see all the big men are wet, but also try to circle the influential name.

Lei lap Andy Lau, the entertainment industry dragged in, if Andy Lau participated in, then Lei on the use of Andy Lau made a millet free advertising. How high the value will be! and Liu pull on the Luo, in mutual speculation at the same time, also can put a add into the Wen Qing Circle, this also saves is a large advertisement. Based on the above reasons, the game will be very lively in the next few days, although the yantan of the Mo said who circle me who is stupid, but he was doomed to estimate.

Although the ultimate beneficiary of this event will be the United States this is not heard of a foundation (still do not know how much will pay management fees, how many will really use the patient), but this excellent way of communication is worthy of in-depth research in the industry.