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.

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What was the “secret sauce” that made the #IceBucketChallenge both a viral and cause-related victory? #MarsTalk