Lately, our Facebook timelines are constantly drenched with buckets of icy water. In fact, the latest figures show there have been over 2.4 million ice bucket videos on Facebook, 3.7 million videos on Instagram, and 4.5 million mentions on Twitter. And more than 28 million people have participated in the campaign on social (comments, likes and uploads).
As brands have started to reach for their own buckets, or demand their agencies deliver an equally effective social campaign (for zero budget), let’s look at the many ways in which #icebucketchallenge has broken the laws of marketing.
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