There are tons of brands that are now getting involved in taking the ALS Ice Bucket Challenge for charity. This particular video from KFC stars Colonel Sanders, who states that at KFC, "We know a thing or two about buckets." KFC's take on the campaign really plays up the use of the bucket and in addition to its donation of $1,000, the brand will give an additional $100 for every fan or employee who uses a KFC bucket in their challenge response video, up to a total of $10,000.
Since the videos have to be turned around within a span of about 24 hours, brand videos tend to be lower quality than usual, although this can be fairly charming since they're not made into large productions. After dousing himself in ice cold water, the Colonel nominated Wendy, the Burger King and the Chick-fil-A Cows to go next.
What Makes This Trend Stand Out
- Branded Charity Campaigns
- Brands leveraging their products and marketing channels to support charitable causes through campaigns.
- User-generated Content
- Brands incentivizing customers or employees to create and share content related to their product or brand.
- Real-time Marketing
- Brands taking advantage of current events or viral sensations to create timely and impactful marketing campaigns.
Sectors Adopting This
- Fast Food
- Fast food chains leveraging their products and brand awareness to support charitable causes and create impactful marketing campaigns.
- Advertising
- Advertising agencies working with brands to create effective and timely marketing campaigns that leverage current events and viral sensations.
- Social Media
- Social media platforms providing the infrastructure for brands to launch and promote charity campaigns and user-generated content initiatives.
