It’s official, the ALS Ice Bucket Challenge has swept the nation. It’s also perhaps the best example of the power of social media and viral marketing. For those that have been asleep for the last month, the ALS Ice Bucket Challenge is the act of videotaping an individual dumping a bucket of ice water on their head to build awareness and ultimately raise funds for ALS, or Lou Gehrig’s Disease. This person will then challenge other people directly, who will then follow suit.

Detractors of the challenge have tried to rain on the parade of all participants, claiming that awareness does not necessarily equal money. They point to the idea of slacktivism, or actions that have little to no effect other than making the person doing them feel as though they contributed. While there are many cases that back up this claim, this is not one of them.

According to the ALS Association, the challenge has raised $88.5 million from July 29^th to August 26^th compared to $2.6 million during the same period last year. They estimate they have gained around 1.9 million new donors. These are truly astonishing numbers and a fantastic lesson in the power of viral marketing and social media activism.

Viral marketing is the act of self replicating a certain process (the challenge) on social media in the hopes that it will catch on and spread across the digital universe. In the case of the challenge, the success can be attributed to viral marketing alone.

The naysayers claim that so many people aren’t spending the time to learn about the disease or actually donate. This is true in some cases. However, the purpose of any marketing campaign is never to convert 100% of your target market. This would be an unreasonable goal. The idea is to increase knowledge of your product, service, or cause in the hopes of increasing said market.

Here’s a hypothetical to explain it easily:

Assume ALS foundations can get donations from 10% of the people in their market. Say their market was 100,000 people last year. That means they would get donations from 10,000 people. Due to the challenge this year, their market grew to 1,000,000 people. 10% of that would amount to 100,000 people donating. Clearly, they will not convert every challengee into a donation, but they have greatly increased their opportunities. This theory has translated to real results.

Social media marketing can be an extremely quick way to get your message out there. By pushing out your content or your idea, you create an opportunity to go viral. If the idea is well thought out, people will listen. That’s the idea behind viral marketing. Something as simple as dumping a bucket of ice water on your head can lead to greatness.

In closing, the Ice Bucket Challenge has done wonderful things. I’ve made several videos and have donated as well. Take this as a lesson in digital marketing, and understand that these techniques will only grow with this generation and the one following.

But really, what’s the downside? Worst comes to worst, you are getting people to promote a cause when they normally wouldn’t do anything. So grab a bucket, fill it with ice and water, and pour it on your head. Better at waking you up than any cup of coffee.

To view some awesome celebrity Ice Bucket Challenges, watch this!

To view some great fails, watch this!