Ice Bucket Challenge: The Best-Planned Viral Campaign of 2014

The hottest news recently is the Ice Bucket Challenge among social media celebrities. First, foreign big shots like Bill Gates and Tim Cook took part in the challenge to raise awareness for ALS (Amyotrophic Lateral Sclerosis), and then it spread to China. Liu Zuohu of OnePlus became the first in China's tech circle to take the challenge, and DST's boss challenged Lei Jun, who also poured ice water over himself. Then these two continued the chain, with Lei Jun challenging Andy Lau, Robin Li, and Terry Gou, and Liu Zuohu challenging Zhou Hongyi, Luo Yonghao, and Liu Jiangfeng. It's expected that the Ice Bucket Challenge will continue to trend in China for a while.

1. What is ALS and the Ice Bucket Challenge?

ALS, also known as motor neurone disease in the UK, is an incurable and fatal condition. Stephen Hawking is one of the most famous sufferers. According to the former director of the 301 Hospital, Mao Zedong also died from complications related to this disease in his later years. ALS is a motor neuron disease that often leads to death within 3 to 5 years after onset. The prevalence rate is typically 5-7 per 100,000 in most countries, but can be as high as 40 per 100,000 in some regions, with Guam in the Pacific being a high-risk area. The Ice Bucket Challenge is a social charity campaign initiated in the US, aiming to leverage celebrity influence to raise awareness and donations for the ALS Association. Participants either pour a bucket of ice water over themselves, film it, and nominate three others to do the same, or donate $100 to the ALS Association.

The campaign originated from friends and relatives of Pete Frates, a former Boston College baseball player who is battling ALS. This connection also led to Rajon Rondo, the point guard for the Boston Celtics, becoming the first NBA player to participate. From LeBron James in the NBA to American big shots, and now to Chinese celebrities, the challenge has spread widely.

2. A Carefully Crafted Communication Strategy

The Ice Bucket Challenge was ingeniously designed. In August, the hottest month in the Northern Hemisphere, pouring a bucket of ice water is not a health risk and is quite fun. The challenge format allows it to spread like a virus. Big shots wouldn't care about $100, but refusing a challenge might seem cowardly, and since their social circles are also influential, the chain reaction spreads quickly. Those who don't accept the challenge donate $100, and those who do also often donate. The celebrity influence helps more people learn about ALS, making the fundraising highly effective.

In fact, the rules set up a logical trap: you must choose between the ice bucket and the $100 donation, and you can't ignore it. Technically, you could ignore it, but social networks connect you with acquaintances. Not participating might save $100, but it would be seen as disrespectful to the person who nominated you, which is a bigger deal.

This is undeniably a well-planned fundraising and communication method that exploits male competitiveness and the concept of 'face' in social circles, creating a logical trap. It's a classic case of viral communication.

3. Big Shots Riding the Wave

The tech industry craves attention, as it translates to influence and investment. Since someone had created such an excellent platform, big shots were happy to join in and gain some publicity. The $100 is trivial, but the attention and media coverage from the ice bucket are worth more than $10,000 in PR costs. So we see big shots from all fields getting soaked and nominating other influential figures.

Lei Jun nominated Andy Lau, bringing in the entertainment industry. If Lau participated, Lei Jun would get free advertising for Xiaomi through Lau's involvement, which is incredibly valuable. Liu Zuohu brought in Luo Yonghao, and while they promoted each other, OnePlus also gained exposure in the literary and artistic circle, saving a significant advertising budget. Based on these reasons, the game will be very lively in the coming days. Although Tang Yan of Momo said that anyone who nominates him is an idiot, he probably can't escape it.

Although the ultimate beneficiary might be this little-known American foundation (and we don't know how much of the donations will go to administrative costs versus actual patient care), this excellent communication method deserves in-depth study by the industry.

4. Ice Bucket Challenge: How to Ignite Circle-to-Circle Communication?

According to Tencent Tech's analysis, the ALS Ice Bucket Challenge went viral across the US in just two weeks. The chain effect brought positive results: from late July to mid-August, the ALS Association and its chapters received nearly $4 million in donations, almost four times the $1.12 million raised in the same period in 2013.

Combining celebrity chain reactions with the internet and a charitable cause, the ALS Ice Bucket Challenge became a social media sensation. On Facebook and Twitter, everyone from ordinary people to entertainment stars, politicians, and tech moguls could be seen pouring ice water over their heads, sacrificing their dignity.

So why did this challenge suddenly attract so much celebrity interest? Traditionally, charities organized fundraising events like galas or marathons. For busy celebrities, participating in such events is nearly impossible unless it holds personal significance. The Ice Bucket Challenge is different: it only takes two minutes to film and upload a video. On the other hand, if you quietly donate to the ALS Association without promoting it on social media, would your friends know you're a good person?

It's undeniable that seeing friends, usually confident tech leaders, or glamorous entertainment stars, soaking wet and disheveled, is quite entertaining.

From a campaign and communication perspective, the Ice Bucket Challenge was highly successful. However, some critics pointed out flaws: in the summer of 2014, California was facing an unprecedented drought, and wasting water drew negative feedback.

CCTV host Ren Luyu posted a long Weibo message saying: "I am Ren Luyu, and I #refuse the Ice Bucket Challenge#. It's not that I'm afraid, but seeing all that water wasted makes me feel sad..." He explained that his hometown Henan was suffering from severe drought, so he chose to decline the challenge but pledged to donate to the China Doll Association and recommended a TV drama about ALS patients, "The Time I Exist," urging fans to pay attention to ALS patients and conserve water. This post resonated with people in drought-affected areas like Henan and the Northeast, who gave it thumbs up, though some netizens thought it was just a game and not to be taken too seriously.

Earlier, actor Francis Ng also said on Weibo: "Due to personal health and water conservation, I decline the challenge, but I will definitely donate."

Famous actor Chang Chen also posted: "I choose not to take the #Ice Bucket Challenge# and decide to donate to the ALS Association. I hope the public can focus on those in need and continue spreading this positive energy. At the same time, there are many places in the world lacking clean drinking water, so let's cherish water resources."

Among those who accepted the challenge, actor Takeshi Kaneshiro stood out. He silently accepted the challenge using wastewater from a dehumidifier, spreading the campaign while conserving water. Netizens praised him: "A truly quiet and handsome man!"

Regardless of how people responded, the Ice Bucket Challenge successfully captured the attention of major media, celebrities, and the public, making it the best-planned viral campaign of 2014.