Recently, it has become fashionable to douse yourself in freezing cold ice water. Since the Ice Bucket Challenge has gone viral these past few weeks, I’ve wondered about the economic efficiency of the phenomenon. The marketing method has been highly successful; the ALS Association has raised over $15 million, obliterating the $1.8 million from the same period last year.
People are pretty excited to participate in a big cultural movement, especially if it’s as easy as shooting a 30 second video. Partaking in a cultural movement where not participating means not donating or raising awareness for charity pushes even more people to do it. It’s also easy (and important) for PR conscious celebrities (and also celebrities who care) to get in on the action. Continue reading