o… recently I was “tagged” or “nominated” or “challenged” to take the ALS Ice Bucket Challenge by one of the supervisors at my agency.
Here I am meeting the challenge…
Does it suprise anyone that I was a Film major in college?
So if you haven’t heard or seen anything about the #IceBucketChallenge, then seriously what rock have you been hiding under? The amazing part to me is that I remember seeing my friend Rotor Ray do it on Facebook what seems like months ago. Now it’s gained some serious traction and virality. The people at the ALS Association must be very pleased… over $70 million dollars has been raised through the campaign.
Viral Campaign Components
People often ask what it is that can make such a campaign viral. In my experience, every successful one has three key elements in common:
- Ease of Access – the media generated for the campaign has to be easily created and easily accessed
- A Positive Outcome – the campaign needs to strive for an improvement in the quality of life for a segment of the population, the bigger usually the better
- A Champion – there needs to be someone to really champion the cause at the onset to get it out as much and as wide as possible to increase the potential virality of the campaign
There’s also something here to be said about the long-tail effect of Social Media on these campaigns. I remember the first video I saw of this was of my friend “Rotor” Ray doing it at his station in West Virginia, and I feel like that was MONTHS ago. So even if you have all the right components it can take awhile to hit maximum velocity.
Honestly you can try to make something go viral, have all the components needed to go viral, but in the end it could be a flop compared to what your goal was. There are people who will tell you that they design for virality and can almost guarantee virality… notice I stressed the almost. In the end, there are no guarantees as to the levels of success of failures that your campaign will have.
The only thing that is guaranteed is that if you don’t try, you will absolutely never succeed.