The ALS Ice Bucket Challenge was the marketing shot heard around the world. Not only did it grab the attention of millions of people globally, it also educated the masses about amyotrophic lateral sclerosis, or Lou Gehrig's disease.
Here are just a few marketing lessons your business can learn from the 2014 Ice Bucket Challenge:
Video Takes Marketing to a New Level
If your business hasn't implemented video into its marketing campaigns, then the Ice Bucket Challenge is a pretty clear indicator that it should.
Why?
Well, in the case of the ALS campaign, the first video went viral and so did every ALS related video after that.
When your marketing videos reach a viral level, they basically market themselves.
Viral videos increase word of mouth advertising and almost always create a massive social following.
Your business doesn't have to go to ice bucket extremes, but as long as the video is engaging and puts your brand in the spotlight, it will increase your visibility.
Timing is Everything
Try to imagine if the ALS Ice Bucket Challenge was released in November, December, or even January. Participation levels would have been nonexistent.
The marketing team behind the Ice Bucket Challenge chose to release the campaign in summer for two main reasons: warm weather and relaxed schedules.
The summer part of the equation is a no brainer, but marketers knew summer also means more relaxed schedules for the working class. This meant more people were willing to participate in the challenge after work and on the hot summer weekends.
You don't necessarily have to schedule your marketing around the seasons, but timing on a daily basis is important, especially with social campaigns.
Include Referrals
As the following article looks at, there are 18 reasons the ALS Ice Bucket Challenge is your new standard in digital marketing and increased referrals are at the top of the list. With the ice bucket challenge, participants named referrals directly in their videos, which prompted immediate action.
Although your business can't name customers directly, it can speak to certain types of customers in each campaign.
Whether your business has its sights set on stay at home moms or business executives, tailoring your marketing campaigns to specific customer groups will result in increased referrals.
Make it Concise and Simple
Watch a few Ice Bucket Challenge videos and you'll quickly realize something: they are all concise and simple.
The videos are short, yet the point gets across and the call to action is straightforward and simple. If your business can pull this off with each marketing campaign, then you'll optimize your outreach efforts.
Effects of the Ice Bucket Challenge on Marketing in 2015 and Beyond
There are already a number of marketing campaigns taking after the Ice Bucket Challenge - some charitable and some not.
From Lather Against Ebola to the Plant a Tree Challenge to Rice Bucket Challenge, a number of businesses and organizations are using the Ice Bucket Challenge as a framework for their future campaigns.
The ALS Ice Bucket Challenge has changed campaigning in 2015 and beyond.
More and more companies are realizing that consumer participation is a huge benefit. Likewise, more marketing campaigns are including videos in hopes to go viral and reach the next marketing level.
When it comes to advertising success, your business can certainly learn a thing or two from the 2014 ALS Ice Bucket Challenge.