Three Big Takeaways from the #IceBucketChallenge for Digital Marketers
September 1, 2014
Unless one has been stranded on a remote island somewhere recently, one is sure to have heard about the ALS Ice Bucket Challenge.
The viral campaign has captured the imaginations of millions of people across the globe and some of the numbers being reported are truly mind boggling.
Last week, the ALS Association reported that more than $100 million have been donated by more than 3 million people in just a month through the Challenge.
Facebook reported that 28 million users were talking about the challenge between June 1 and August 17 and that during that time frame, 2.4 million Ice Bucket Challenge videos were shared on its platform.
There has been considerable debate on whether the ice bucket is a good idea or not, the tremendous success from the Challenge has certainly inspired marketers worldwide to analyze the minutest aspects of the campaign strategy.
Here are three key ingredients that we feel were a huge factor in the astronomical triumph of this unusual social campaign:
1. Famous celebrities played pivotal role
Though started by people who were already invested in the cause, the campaign picked up speed when it caught the imagination of heavy-weight influencers, leaders and personalities around the world. Once celebrities like Chris Kennedy, Bill Gates and Ben Affleck got involved, their posts and videos played a vital role in taking the message viral in an extremely short period of time.
2. Fun as an essential ingredient
The playful nature of the challenge appealed to a large majority of people as it appealed to their sense of humor. Many people opted to take the ice bucket challenge even as they donated the money to the ALS Association. This is a timely reminder that fun and amusement can be major motivators in getting people to act.
3. For a good cause
Even when the idea of being dunked by icy cold water in public was not their idea of a good time, many people played along because the campaign was for an excellent cause. Social campaigns can draw in people when they touch the altruistic side of their personality.
Did you and/or your organization participate in the Ice Bucket Challenge? Please share with us and our audience what motivated you and what the biggest you learned from your participation.
Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.
Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.
Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.
The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.
MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.
MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.
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