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DECODING THE ALS ICE BUCKET CHALLENGE 
AUGUST 31, 2014 
@Marctothec
@Marctothec 
2
AS SUCH, THE ICE BUCKET CHALLENGE MAKES FOR GOOD INSPIRATION 
CREATING A CASE STUDY TO CONSIDER FOR DESIGNING CULTURALLY C...
@Marctothec 
THE QUESTION THEN IS…HOW? 
4
@Marctothec 
5
@Marctothec 
DECODING THE ALS 
ICE BUCKET CHALLENGE 
! 
1. WHAT - WHAT IS IT EXACTLY? 
2. HOW - HOW DID IT BECOME SO CONTA...
@Marctothec 
WHAT 
WHAT IS IT EXACTLY? 
7
NO DOUBT YOU ARE WELL AWARE OF THE 
NUTS AND BOLTS OF THIS PHENOMENA 
@Marctothec 
8
@Marctothec 
Not unlike the mechanics 
of a chain letter. 
9
@Marctothec 
>24 HOURS = $100 DONATION 
10
THERE WERE OTHER ATTEMPTS AT THIS PRIOR TO THE ALS INITIATIVE 
USING THE “ICE BUCKET” AS A CHARITY DRIVER BUT RECEIVING VE...
@Marctothec 
THE ALS CHALLENGE HAD CONSIDERABLY MORE TRACTION 
THOUGH IT DIDN’T START AS A CHARITY SPECIFIC INITIATIVE 
12...
THIS IS WHEN THE ALS CAUGHT NOTICE AND ADOPTED THE CAMPAIGN 
AS A MEANS TO RAISE AWARENESS FOR THE ILLNESS, ALSO KNOWN AS ...
@Marctothec 
AS THIS HAPPENED, MORE AND MORE FOLKS WERE CHALLENGED 
EXTENDING THE INITIATIVE BEYOND THE PRO-GOLF AND ALS-S...
"ALS" MENTIONS IN SOCIAL INCREASED 
1,007%, AND ONES THAT MENTIONED 
LOU GEHRIG'S DISEASE INCREASED 
@Marctothec 
1,167% I...
@Marctothec 
16
@Marctothec 
HUGELY SUCCESSFUL. 
AND IT WAS NOT BY ACCIDENT 
17
@Marctothec 
HOW 
HOW DID IT BECOME SO CONTAGIOUS? 
18
A textbook case of social engineering, leveraging the human and 
@Marctothec 
THE ALS ICE BUCKET CHALLENGE: 
environmental...
@Marctothec 
6 KEY OBSERVATIONS 
20
YOU’VE BEEN CALLED OUT BY A FRIEND/COLLEAGUE/FAMILY MEMBER 
@Marctothec 
1. SOCIAL CONFORMITY 
21
@Marctothec 
22
@Marctothec 
2. NETWORK STRENGTHENING 
PICKING 3 PEOPLE HELPS FOR RELATIONSHIP GROOMING 
23
SOME DON’T GET PICKED AND THAT SUCKS 
PUBLICLY SELECTING FRIENDS SAYS SOMETHING ABOUT YOUR RELATIONSHIP, WHICH WORKS TO ST...
@Marctothec 
3. SOCIAL CURRENCY 
PROVIDES A REASON TO TELL A STORY ABOUT MYSELF 
25
@Marctothec 
LOOK AT ME, I’M A GOOD PERSON. 
DUMP DONATE 
26
THE “CAUSE” ONLY GIVES THE ACT MORE CONCRETENESS 
WHICH ALSO FURTHER LOWERS THE THRESHOLD OF ADOPTION AND EXPANDS THE NETW...
SEEING OTHER PEOPLE DO IT LOWERS THE THRESHOLD OF ADOPTION 
@Marctothec 
4. SOCIAL PROOF 
28
THE NEWS FEED CREATES CONCURRENCY SO PEOPLE KNOW EXPECTATIONS 
PLUS IT MAKES IT SEEMS LIKE “EVERYBODY’S DOING IT” & EASY T...
@Marctothec 
5. EASE OF PARTICIPATION 
LOW BARRIER FOR DUPLICATION 
30
ALL YOU NEED TO PARTICIPATE: 
BUCKET ICE WATER VIDEO CAPTURE SOCIAL NETWORKING PLATFORM 
@Marctothec 
31
PICKING 3 NOT ONLY BROADENS PARTICIPATION BUT ALSO ENSURES SUSTAINMENT 
@Marctothec 
6. BUILT IN PROPAGATION 
32
@Marctothec 
MUCH LIKE THE FAIL-SAFE OF A PARALLEL CIRCUIT 
IF ONE FAILS TO COMPLY, THE OTHER RELAYS KEEP IT GOING 
33
1. YOU’VE BEEN CALLED OUT BY A FRIEND (SOCIAL CONFORMITY) 
2. NOMINATING FRIENDS MAKE FOR STRONG FRIENDSHIPS (RELATIONSHIP...
@Marctothec 
NOT TO MENTION… 
IT DIDN’T HURT HAVING CELEBRITIES GET INVOLVED ALSO 
35
@Marctothec 
AS THEIR PARTICIPATION MADE FOR ADDITIONAL MEDIA 
FURTHER THE UBIQUITY OF THE ICE BUCKET CHALLENGE 
36
BUT IT WAS REGULAR PEOPLE, OUR FRIENDS, 
@Marctothec 
THAT MADE THIS SO CONTAGIOUS. 
37
@Marctothec 
38 
Not even Homer.
TAKE 
ACTION 
NOW! 
MARKETER ADVERTISING TARGET AUDIENCE 
@Marctothec 
39 
ENGAGE 
NETWORK 
SHARE 
THIS IS WHAT MAKES “SOC...
@Marctothec 
NETWORK SUBSCRIBER 
40
@Marctothec 
WHAT NOW 
WHAT NOW CAN WE LEARN AND LEVERAGE? 
41
HOWEVER UNIQUE, THERE ARE COMPONENTS THAT CAN BE RECREATED 
IN AN EFFORT THAT BRANDS MIGHT DESIGN PROGRAMMING THAT TOO HAS...
THE CONTAGION COOKBOOK: 
CULTURALLY LICENSED ENABLES DIVERSITY SETS THE TABLE PERCEIVED UBIQUITY 
CONTENT CREDENCE CO-INCE...
@Marctothec 
THANK YOU MUCH! 
44
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Decoding The ALS Ice Bucket Challenge

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Assessing the underworking elements that made the ALS Ice Bucket Challenge so powerful and culturally contagious.

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Decoding The ALS Ice Bucket Challenge

  1. DECODING THE ALS ICE BUCKET CHALLENGE AUGUST 31, 2014 @Marctothec
  2. @Marctothec 2
  3. AS SUCH, THE ICE BUCKET CHALLENGE MAKES FOR GOOD INSPIRATION CREATING A CASE STUDY TO CONSIDER FOR DESIGNING CULTURALLY CONTAGIOUS PROGRAMMING @Marctothec 3
  4. @Marctothec THE QUESTION THEN IS…HOW? 4
  5. @Marctothec 5
  6. @Marctothec DECODING THE ALS ICE BUCKET CHALLENGE ! 1. WHAT - WHAT IS IT EXACTLY? 2. HOW - HOW DID IT BECOME SO CONTAGIOUS? 3. WHAT NOW - WHAT NOW CAN WE LEARN AND LEVERAGE? 6
  7. @Marctothec WHAT WHAT IS IT EXACTLY? 7
  8. NO DOUBT YOU ARE WELL AWARE OF THE NUTS AND BOLTS OF THIS PHENOMENA @Marctothec 8
  9. @Marctothec Not unlike the mechanics of a chain letter. 9
  10. @Marctothec >24 HOURS = $100 DONATION 10
  11. THERE WERE OTHER ATTEMPTS AT THIS PRIOR TO THE ALS INITIATIVE USING THE “ICE BUCKET” AS A CHARITY DRIVER BUT RECEIVING VERY LITTLE FANFARE IN COMPARISON @Marctothec 11 APRIL 29, 2014 AMADO HUIRZA WAS CHALLENGED BY RYAN O’NEIL TO COMPLETE THE CHALLENGE OR DONATE TO SHEAVES FOR CHRIST JULY 7, 2014 AUCKLAND DIVISION OF THE CANCER SOCIETY OF NEW ZEALAND FUNDRAISING CAMPAIGN THROUGH EVERYDAY HERO
  12. @Marctothec THE ALS CHALLENGE HAD CONSIDERABLY MORE TRACTION THOUGH IT DIDN’T START AS A CHARITY SPECIFIC INITIATIVE 12 JULY 2014 PRO-GOLFER, BRITTANY LINCIOCOME, ACCEPTS CHALLENGE BY REBECCA LEE-BENTHAM (A PRO-GOLFER) AND NOMINATES OTHERS. NO MENTION OF ALS AT THIS POINT. HER VIDEO RIPPLED ACROSS THE PRO-GOLF WORLD. JULY 15, 2014 BRITTANY’S CHALLENGE MADE ITS WAY TO JAMES WHITMORE, A PRO-GOLF TRAINER, WHO CHALLENGED JON BULLAS, GOLF ACADEMY OWNER IN FL, AND CHRIS KENNEDY, ANOTHER PRO-GOLFER. CHRIS’ CHALLENGE TO FRIENDS WAS THE FIRST TO MENTION ALS. JULY 2014 CHRIS’ VIDEO CHALLENGED JEANETTE SENERCHIA WHOSE HUSBAND SUFFERS FROM ALS. SHE MADE A VIDEO THAT SPARKED PARTICIPATION IN HER SMALL TOWN WHICH REACHED PAT QUINN, WHO ALSO SUFFERS FOR ALS. QUINN’S VIDEO EVENTUALLY REACHED PETE FRATES, AN RETIRED BASE BALL PLAYER WHO IS ACTIVE IN THE ALS COMMUNITY .
  13. THIS IS WHEN THE ALS CAUGHT NOTICE AND ADOPTED THE CAMPAIGN AS A MEANS TO RAISE AWARENESS FOR THE ILLNESS, ALSO KNOWN AS LOU GEHRIG’S DISEASE @Marctothec 13
  14. @Marctothec AS THIS HAPPENED, MORE AND MORE FOLKS WERE CHALLENGED EXTENDING THE INITIATIVE BEYOND THE PRO-GOLF AND ALS-SUFFERER NETWORKS 14
  15. "ALS" MENTIONS IN SOCIAL INCREASED 1,007%, AND ONES THAT MENTIONED LOU GEHRIG'S DISEASE INCREASED @Marctothec 1,167% IN THE FIRST FEW WEEKS. 15 SOURCE: BUSINESS INSIDER, 2014
  16. @Marctothec 16
  17. @Marctothec HUGELY SUCCESSFUL. AND IT WAS NOT BY ACCIDENT 17
  18. @Marctothec HOW HOW DID IT BECOME SO CONTAGIOUS? 18
  19. A textbook case of social engineering, leveraging the human and @Marctothec THE ALS ICE BUCKET CHALLENGE: environmental dynamics that impact behavioral adoption. 19
  20. @Marctothec 6 KEY OBSERVATIONS 20
  21. YOU’VE BEEN CALLED OUT BY A FRIEND/COLLEAGUE/FAMILY MEMBER @Marctothec 1. SOCIAL CONFORMITY 21
  22. @Marctothec 22
  23. @Marctothec 2. NETWORK STRENGTHENING PICKING 3 PEOPLE HELPS FOR RELATIONSHIP GROOMING 23
  24. SOME DON’T GET PICKED AND THAT SUCKS PUBLICLY SELECTING FRIENDS SAYS SOMETHING ABOUT YOUR RELATIONSHIP, WHICH WORKS TO STRENGTHEN IT @Marctothec 24
  25. @Marctothec 3. SOCIAL CURRENCY PROVIDES A REASON TO TELL A STORY ABOUT MYSELF 25
  26. @Marctothec LOOK AT ME, I’M A GOOD PERSON. DUMP DONATE 26
  27. THE “CAUSE” ONLY GIVES THE ACT MORE CONCRETENESS WHICH ALSO FURTHER LOWERS THE THRESHOLD OF ADOPTION AND EXPANDS THE NETWORK OF PARTICIPATION @Marctothec 27
  28. SEEING OTHER PEOPLE DO IT LOWERS THE THRESHOLD OF ADOPTION @Marctothec 4. SOCIAL PROOF 28
  29. THE NEWS FEED CREATES CONCURRENCY SO PEOPLE KNOW EXPECTATIONS PLUS IT MAKES IT SEEMS LIKE “EVERYBODY’S DOING IT” & EASY TO SEE IF YOU HAVEN’T, KEEPING FOLKS HONEST @Marctothec 29
  30. @Marctothec 5. EASE OF PARTICIPATION LOW BARRIER FOR DUPLICATION 30
  31. ALL YOU NEED TO PARTICIPATE: BUCKET ICE WATER VIDEO CAPTURE SOCIAL NETWORKING PLATFORM @Marctothec 31
  32. PICKING 3 NOT ONLY BROADENS PARTICIPATION BUT ALSO ENSURES SUSTAINMENT @Marctothec 6. BUILT IN PROPAGATION 32
  33. @Marctothec MUCH LIKE THE FAIL-SAFE OF A PARALLEL CIRCUIT IF ONE FAILS TO COMPLY, THE OTHER RELAYS KEEP IT GOING 33
  34. 1. YOU’VE BEEN CALLED OUT BY A FRIEND (SOCIAL CONFORMITY) 2. NOMINATING FRIENDS MAKE FOR STRONG FRIENDSHIPS (RELATIONSHIP STRENGTHENING) 3. I LOOK LIKE A GOOD PERSON (SOCIAL CURRENCY) 4. EVERYONE’S DOING IT (SOCIAL PROOF) 5. YOU HAVE EVERYTHING YOU NEED TO DO IT (EASE OF PARTICIPATION) 6. IT DOESN’T HINGE ON JUST ONE (BUILT IN PROPAGATION) @Marctothec 6 KEY OBSERVATIONS 34
  35. @Marctothec NOT TO MENTION… IT DIDN’T HURT HAVING CELEBRITIES GET INVOLVED ALSO 35
  36. @Marctothec AS THEIR PARTICIPATION MADE FOR ADDITIONAL MEDIA FURTHER THE UBIQUITY OF THE ICE BUCKET CHALLENGE 36
  37. BUT IT WAS REGULAR PEOPLE, OUR FRIENDS, @Marctothec THAT MADE THIS SO CONTAGIOUS. 37
  38. @Marctothec 38 Not even Homer.
  39. TAKE ACTION NOW! MARKETER ADVERTISING TARGET AUDIENCE @Marctothec 39 ENGAGE NETWORK SHARE THIS IS WHAT MAKES “SOCIAL MARKETING” SO POWERFUL MESSAGES AND BEHAVIORS ARE PROPAGATED BY A TRUSTED SOURCE
  40. @Marctothec NETWORK SUBSCRIBER 40
  41. @Marctothec WHAT NOW WHAT NOW CAN WE LEARN AND LEVERAGE? 41
  42. HOWEVER UNIQUE, THERE ARE COMPONENTS THAT CAN BE RECREATED IN AN EFFORT THAT BRANDS MIGHT DESIGN PROGRAMMING THAT TOO HAS CULTURAL CONTAGION @Marctothec 42 BUILD AROUND PEOPLE DESIGNED FOR TRUST ALLOCATION (CREDENCE) MAKE IT EASY TO ADOPT (COVERS) DON’T GOT AT IT ALONE (CO-INCENTIVES) MAKE IT SEEMINGLY UBIQUITOUS (CONCURRENCE) (CONTENT)
  43. THE CONTAGION COOKBOOK: CULTURALLY LICENSED ENABLES DIVERSITY SETS THE TABLE PERCEIVED UBIQUITY CONTENT CREDENCE CO-INCENTIVES COVERS CONCURRENCE @Marctothec AUDIENCE AT THE CENTER INVITED TO PARTICIPATE 43 TRUE TO BRAND SOURCE THEY TRUST PERSONALLY INVESTED SOCIALLY INCLUDED
  44. @Marctothec THANK YOU MUCH! 44

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