Scott Donaton, chief content officer at DigitasLBI, said: "There isn't much science behind marketing vitality, but the ALS Association's ‘Ice Bucket Challenge’ is a case study in what happens when all the elements line up. It was simple, silly, social, selfless, and staggeringly successful (reaching a global audience larger than the combined audiences of the Super Bowl and the Oscars). It was also deeply human, helping to raise awareness of ALS and a record $220 million to fight it.
"At the end of the day, it may have spread because it relied on friends (rather than a cause or corporation) to get people to act, and to do so by doing something fun. It was fun to do, fun to watch, fun to share. Which, it turns out, is a pretty good way to approach a serious issue."