Some marketing is purely invented, but some marketing takes on a lifestyle of it’s own, this is what happened with the Ice Bucket Challenge. That person’s name is Pete Frates. A former Boston College baseball player, Frates was diagnosed with ALS in 2011. On July 31 of this year, he challenged some friends and celebrities (including NFL quarterbacks Tom Brady and Matt Ryan) to take the ice bucket challenge to “strike out ALS.”

After the Ice Bucket Challenge went viral on social media, public awareness and charitable donations to ALS charities soared from Mark Zuckerberg to Matt Lauer. The New York Times reported that the ALS Association had received $41.8 million in donations from July 29 until August 21. Quite simply I think many of the users still do not get what ALS really is and more so are doing it to create a video of getting an ice bucket of water over their head and show it to their friends as a laugh. Either way, it’s a brand marketing phenomenon of it’s own and hopefully now more then ever from Lou Gehrig to Pete Frates, ALS has taken on a new lifestyle awareness and raised tons of money for a good cause.

 , , ,