In the week after the August 6th kickoff of the ALS Association’s Ice Bucket Challenge, “ALS” mentions online increased over 1000%. Mentions for “Lou Gehrig’s disease” increased a staggering 1100%. Mentions for “Ice Bucket Challenge” were up, but significantly trailed the aforementioned terms. Then there’s the money… over $9.6 million has been raised, compared to last year’s take of a mere $25K during the same time period. While it’s easy to brush off the viral video as superficial clicktivism, the ALS association probably doesn’t quite see it that way.
What was the “secret sauce” that made the #IceBucketChallenge both a viral and cause-related victory? #MarsTalk