Posted by:
Quoth the Raven Nevermo
(
)
Date: August 25, 2014 03:06PM
Just read this, which makes the point that this is more about the trend than the disease. Go to the link to see the videos that are referenced.
---------------------------
https://www.linkedin.com/today/post/article/20140825130722-17914753-what-do-coca-cola-kim-kardashian-s-butt-and-the-ice-bucket-challenge-have-in-common?trk=tod-home-art-list-large_0Unless you've lived under a rock - surely you've seen people dumping buckets of ice water over their heads to raise awareness for ALS. The campaign has been remarkably effective - it's raised 38 million dollars thus far.
Think about the campaign - what's it really about?
I didn't really come to the conclusion until I saw this status post: "How come no one will challenge me to the #icebucketchallenge - I guess I'm not popular."
I thought - what? If this guy wanted to help ALS - he could just write a check. But that's not what this campaign is about.
Instead it's about this:
And not to pick on my friend Scott Monty, but clearly then there the genre of the "anti-Ice Bucket" videos - where people talk about how they're donating instead of ice-bucketing (Scott's was by far the best done and the most genuine I think):
All of these videos, and more, are all about the individual. Yes, ALS benefits. Yes, ALS has raised a ton of money. But in the end, every one of these videos - the celebrity ones, the not-so-celebrity ones, are all about the people. I challenge so and so. I got challenged. See how cool I am, I was challenged. I'm so cool, I didn't even do the ice bucket thing - I did something else. I'm so nuts, I had the icebucket fall on my head and almost kill me.
It's voyeuristic. We even have now the Ice Bucket Challenge Fails:
The interesting thing about this one - Kermit challenged Ricky Gervais - who replied "FFS, I've already done it." (FFS - in internetspeak is "for f*cks sake".)
It's a little club. See I get to challenge Steven Spielberg, because I'm cool - I'm Oprah. And I challenged so and so...
For those of you old enough to remember, the king of the name droppers was probably Dick Cavett. This is basically the Dick Cavett of marketing - people can hardly fall over themselves fast enough to dump water over their heads to be part of the club of the cool kids who know people and who got challenged.
This isn't a societal critique of it - but rather to point out - the entire event is invidiualistically oriented. The challenges are made by individuals. The filming, etc., it's all voyeuristic. Essentially, this is a super bowl ad combined with Truman Capote's "I like to watch."
The entire campaign is set from the individual's perspective. What they gain, how to spread it, how to disseminate the message.
Imagine if as an agency I pitched this to a client. Ok, here's the deal, instead of buying media, doing a commercial, etc., what we're going to do is demand that people dump ice water over their heads, and challenge their friends to do that too, and put it up on Facebook, and YouTube, and Twitter. Then, they'll be shamed enough either to do the stunt, in which case we get free publicity, or to cut us a check.
I'm pretty sure they'd have laughed me out of the room. That's not how agencies think. Maybe they SHOULD think that way - but that's not how they generally think.
Eventually all this silliness will end. Like a virus - either everyone will wind up challenged - or there won't be any sport in it anymore. However, ALS will probably raise 50M dollars.
Brilliant campaign from that perspective.