What really amazes me is not that the campaign went viral, but that it attracted such a diverse group of participants. It was a wildly successful campaign that can be pinned down to a single component – one that can easily be replicated in any of your own future marketing campaigns. As acclaimed as actor Chuck Norris, author John Morgan writes one of the most compelling branding books to date, titled The Brand Versus The Machine . In it, he reveals a golden piece of advice: “The future of branding is marketing with people and not at them.”
This is exactly germany business fax list what the ALS Ice Bucket Challenge does.
Morgan goes on to note how “Today’s market is saturated and noisy. There is no shortage of competition
That’s right – charity has boldly ventured into an online marketplace, and if it’s not charity directly, it’s an onslaught of Kickstarter and other crowdfunding campaigns asking for dollars and social action.
He adds: “The good news is that even though we’re facing a crowded marketplace, it’s easier than ever to be unique. The Internet has provided us with many tools and resources that allow us to build real relationships with our target audience.”
And that’s precisely the underlying principle some genius marketer at ALS decided to infuse into their own marketing/funding campaign.
ALS took a traditional online campaign, which usually emphasizes suffering, and turned it into something entirely different… something fun. Instead of being the Sarah McLachlan of campaigns, it became the Ashton Kutcher; instead of relying on sympathy and guilt, the focus was on having fun.
