2014年7月初至今,“冰桶挑战”风靡全球,这项由美国肌萎缩性脊髓侧索硬化症协会(ASL)发起的慈善活动迅速成为众星云集的社会化营销活动,带来了显著的名人效应和良好的传播效果,截至8月底,专门针对肌萎缩性脊髓侧索硬化症(又称“渐冻人症”)的捐款数已高达1000余万美元。以慈善主题为“种子”、以恶搞明星为主题,以病毒式营销为传播手段成为了“冰桶挑战”突然蹿红的主要原因,帮助其成为一件成功的营销案例。 Since early July 2014, the “Ice Bucket Challenge” has swept the world. The charity, initiated by the American Society for Amyotrophic Lateral Sclerosis (ASL), has quickly become a crowded social marketing event that brings Significant celebrity effect and good spread of the effect, as of the end of August, specifically for the amyotrophic lateral sclerosis (also known as “frozen people ”) the number of donations has reached as high as 10 million US dollars. To charity as the “seed”, to spoof the star as the theme, viral marketing as a means of communication has become “ice bucket challenge ” the main cause of sudden red, helping to become a successful marketing case.