El éxito del activismo social bajo la táctica de marketing viral: del #IceBucketChallenge al #WakeUpCall”

Abstract

This summer of 2014, we could appreciate how the United States Organization ALS, based on the awareness about issues related to Amyotrophic Lateral Sclerosis (ALS), has highly increased its donations. This exponential rise in a so short term has been produced due to a viral marketing campaign – the #IceBucketChallenge -, knowing how to exploit the internet and social webs channels to reach this fast and loud diffusion at worldwide level.

In this paper we will see which are the keys to success from the point of view of marketing, like the use of the collective synergy on public relationships, the ego, or the personal brand. Finally, we will show how subsequent initiatives, following the #IceBucketChallenge, have kept the same strategy to be disclosed.