Many communicators are talking about the Ice Bucket Challenge, and many brands wonder if they can participate.
Of course they can. Many celebrities, CEOs and executives are doing it. It shows them in a more human way; they’re doing something fun instead of being all buttoned up.
The real question is whether you should participate in the challenge.
The Ice Bucket Challenge benefits the ALS Association. Unless your company has a real tie to ALS—e.g. an employee suffers from ALS, or you’re a sports organization like Major League Baseball—think carefully before engaging in the challenge.
It would be better to engage in a cause marketing effort that can impact your brand.
For example, if you are a technology company, you may want to support science, technology, engineering and math (STEM) education. If you are a food company, feed the hungry.