Digital & Social · Global · 2014
ALS Association: The Ice Bucket Challenge
Pour ice water on your head, donate, nominate three friends. A simple mechanic became a global movement.
By Maer Media editorial teamPublished 4 October 20263 min readGrassroots, amplified by the ALS AssociationContent & Social · Influencer
- Brand
- ALS Association
- Market
- Global
- Year
- 2014
- Category
- Digital & Social
- Agency or team
- Grassroots, amplified by the ALS Association
- Channels
- Social video, celebrities
The context
ALS was a little-known disease with limited research funding. The challenge started organically, but the ALS Association harnessed it.
People want to join something visible, fun and social.
The move
The mechanic was perfect for social video: a short, funny, filmable act, a donation, and three public nominations that guaranteed spread. Celebrities and CEOs joined.
How it was executed
- A short video of pouring ice water.
- A donation alongside it.
- Three nominations to keep it going.
Pour ice water on your head, donate, nominate three friends. A simple mechanic became a global movement.
What happened Reported facts
The ALS Association received about $115 million in donations during the summer of 2014. Funded research later contributed to the discovery of NEK1, a gene linked to ALS.
Why it worked Maer’s analysis
Built-in nominations created exponential reach, and fun lowered the barrier to giving.
What to take from it Maer’s analysis
- 01Design for participation, not just viewing.
- 02Nomination mechanics create built-in reach.
- 03Connect the fun to a concrete outcome.
Indian causes and brands can design participation mechanics, but must direct the energy to a clear outcome and stay transparent about funds.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: ALS Association (2014, 2016). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with ALS Association.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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