Digital
Bill Gates Accepts the Challenge
ALS Ice Bucket Challenge · 2014
- Campaign
- ALS Ice Bucket Challenge
Analysis
Bill Gates accepted the ALS Ice Bucket Challenge in a video that used his own bucket rig. This still shows him ready to release the water.
Public nominationRepeatable actionPersonal variation
Why it worked
The suspended bucket makes the next action easy to anticipate. Gates adds a personal construction project while keeping the challenge recognizable. Participants can repeat the basic action without copying every detail. Naming the next participants gives each video a route into another person’s audience.
Lesson
Keep the core action simple while leaving room for participants to make it their own.
Image source
© Gates Notes. Shown for study and commentary.
Not affiliated with or endorsed by ALS Ice Bucket Challenge.