Fill in the Blanks Ice Bucket ChallengeOnline version Vocabulary Practice by Kim Ly 1 sensation Harnessing grassroots surge dump stake participatory pivotal unconventional scale While not a traditional marketing campaign , the ALS Ice Bucket Challenge in 2014 became a viral , raising awareness and funds for amyotrophic lateral sclerosis ( ALS ) research . ALS Ice Bucket Challenge . While , the ALS Ice Bucket Challenge demonstrated the potency of user engagement and the virality achievable through social media . It also emphasized the potential for unconventional campaigns to drive social change and fundraising success on a global . User - Generated Content at Scale : The campaign relied on user participation , challenging individuals to ice water on themselves and nominate others . This led to an unprecedented in user - generated content , creating a global movement . Social Media : Social media platforms , especially Facebook , played a role in the challenge ? s rapid spread . The ease of sharing videos across networks contributed to its viral success . Emotional Connection : By coupling a fun and activity with a serious cause , the ALS Association created an emotional connection . Participants felt a personal in supporting ALS research , driving engagement . Massive Fundraising Impact : The Ice Bucket Challenge raised over $115 million in a short period . Its success showcased the power of movements and the potential for viral campaigns to drive significant charitable contributions .
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