The ALS Ice Bucket Challenge

Contributing to a good cause and creating some publicity for your business? Win win. In 2014 Naughty Mutt Nice took part in The Ice Bucket Challenge, sometimes called the ALS Ice Bucket Challenge. It was an activity involving the dumping of a bucket of ice and water over a person’s head, either by another person or self-administered, to promote awareness of the disease amyotrophic lateral sclerosis (ALS, also known as motor neurone disease and in the US as Lou Gehrig’s Disease) and encourage donations to research. It went viral on social media during July–August 2014. It was a successful campaign – showing the sheer strength of social media. The combination of competitiveness, social media pressure, online narcissism, and low barriers to entry led to more than 2.4 million tagged videos circulating Facebook. In using social media as its platform, it accessed many people worldwide; in having its participants individually identify potential candidates – calling them out by “tagging” them – it felt personal. Furthermore, the videos were often entertaining. The average participants kept their videos under a minute, requiring limited commitment from any viewers. Another concept the Challenge benefited from was its ripple effect, inspiring features for articles, such as The Guardian’s “10 More of the Best Celebrity Takes on the Ice Bucket Challenge.”


Here is a link to the coverage we received in the local press:–Boss.html