Dynamic virality: A review of the Ice Bucket Challenge

Abstract

Dynamic virality resulted in millions of people pouring buckets of ice water over their heads, while over a billion people watched. Ultimately, this behaviour and the usergenerated content it created led to over US$100m in donations to the Amyotrophic Lateral Sclerosis Association. This paper introduces the concept of dynamic virality by recounting essential events leading up to and surrounding what was popularly referred to as the Ice Bucket Challenge. Readers will gain an appreciation for dynamic (versus traditional) virality and its potential role in social marketing, especially in the promotion of non-profit organisations and their causes.