IceBucketChallenge is a very clever grassroots campaign that effectively utilizes key principles of building brands: simple proposition, viral recruitment, win/win ask of building awareness and/or commercial results under tight timing, and creation of massive testimonial campaign around the brand.
http://www.innovationexcellence.com/blog/2014/08/21/als-ice-bucket-challenge/
http://www.shreveporttimes.com/story/opinion/guest-columnists/2014/08/28/ice-bucket-challenge-became-big/14712797/
http://www.innovationexcellence.com/blog/2014/08/21/als-ice-bucket-challenge/
http://www.shreveporttimes.com/story/opinion/guest-columnists/2014/08/28/ice-bucket-challenge-became-big/14712797/
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