Captializing on the Ice Bucket Challenge

It was only a matter of time until a company jumped on the Ice Bucket Challenge and used it for product promotion.

In case you are unfamiliar the foundation behind Amyotrophic lateral sclerosis (ALS) research, also known as Lou Gehrig’s disease,  has a viral donor campaign.  According to Wikipedia, and points that it already has an Wikipedia page, “The Ice Bucket Challenge, sometimes called the ALS Ice Bucket Challenge, is an activity involving dumping a bucket of ice water on someone’s head to promote awareness of the disease amyotrophic lateral sclerosis (ALS) and encourage donations to research. The challenge dares nominated participants to be filmed having a bucket of ice water poured on their heads and challenging others to do the same. A common stipulation is that nominated people have 24 hours to comply or forfeit by way of a charitable financial donation.”

To say it has worked is an understatement. As of Monday, August 25, The ALS Association has received $79.7 million in donations compared to $2.5 million during the same time period last year (July 29 to August 25). These donations have come from existing donors and 1.7 million new donors to The Association.   DigitasLBI Paris created an infographic of celebrities who have completed the challenge and who nominated who:  (click to here to see the full image)


With millions dollars raised and everyone – from Oscar winners to MVP’s – dumping ice on their heads Samsung had jumped on the ice bucket bandwagon to promote its galaxy phone.  In the spirt of the challenge, the ad produced by their UK division, nominated Apple’s iPhone 5S, HTC’s One M8, and Nokia’s Lumia 930.

What do you think of this ad?