The ‘Ice Bucket Challenge’: A case study in viral marketing gold | Digiday

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I may be one of the only users on twitter not to be challenged to dump ice on their head. My day is coming but it may not be ice.

Several months back Kelly and Wing Lam were challenged to eat a green mound of frozen mush concocted by the amazing staff at OCs very own A Restaurant in Newport Beach as part of a dare. That dare spawned an awareness campaign which coincidently launches on September 30th. #DARE TO CARE benefits Project Hope Alliance and it’s going to be a blast.
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Below is a great write up on the current campaign running with similar ideals by and for ALS. I recommend reading it if you are at all interested in the campaign.

http://digiday.com/brands/ice-bucket-challenge-case-study-viral-marketing-success/

There is also a compilation of the worst failed attempts. failed videos

The Power of Aligning Consumers With Your Brand

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Advertising remains big business in the United States. According to Kantar Media, U.S. companies spent a combined $140 billion on promotion and publicity in 2013 alone.

That hefty sum buys a lot of messaging — from 60-second television spots and half-page newspaper ads to digital billboards and mobile marketing. Today’s consumers are constantly bombarded by advertisements from companies claiming their product is better than the rest. But in a marketplace still struggling to recover from the financial collapse of 2008 and the ensuing Great Recession, it takes a lot more than a catchy tagline and a slick commercial to engage consumers.

Alignment — not advertising — brings greater rewards

http://businessjournal.gallup.com/content/173861/power-aligning-consumers-brand.aspx?utm_source=WWW&utm_medium=csm&utm_campaign=syndication

A letter from Steve Balmer

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Those who know me best know that I have said that my goal is to own the Clippers someday. While I continue to build my assets, I look forward to watching Steve Balmer carry the team into the future and turn this franchise into the respect generating team I know they can be. As a fan since 1993, Go Clippers!

August 12, 2014

To the Clippers Family –

You may now have heard that this morning I officially became the owner of your Los Angeles Clippers. So as my first official communication, let me say thank you for continuing to support the Clipper organization. We are now looking forward to an exciting new season and I can’t wait to experience the opening tip off with you.

Today marks the beginning of a new era in the life of our franchise. It also is the culmination of a dream that I have harbored for many years. To Coach Rivers, to our fantastic players, and most importantly to you, the dedicated fans that make this all possible, I pledge this: I will be hard core in my commitment to give the team the support it needs to be its best on and off the court. And I will do whatever is necessary to provide you, your family and friends with the best game-night experience in the NBA.

The Clippers franchise is a true public trust, and my goal is that the Clippers will play an ever-increasing role in the life of our community. We will achieve this goal the same way we will succeed on the court: By waking up every day and figuring out how we can be better – how we can do more – how we can ensure that the Clippers organization is not only winning on the court but also making a real difference in the community.

That is the challenge I set not only for myself but the entire Clippers organization.

Please join me for our Fan Festival, on Monday, August 18th at the STAPLES Center at 12:30 p.m. to celebrate what promises to be a bright future!

Sincerely,

Steve A. Ballmer