29岁的前棒球运动员Pete Fates在波士顿向自己头上浇了一桶冰水,就在这个夏天掀起了席卷全球的冰水浴运动。对名人、政客和跟风者来说,这是一场关于爱心的秀;对于ALS患者来说,这是一份清凉的爱;对于营销人士来说,ALS冰桶挑战是一堂完美的营销课。这是继Gangnam Style之后,又一个精彩的案例,在向我们展示社交媒体和短视频威力的同时,也启发着我们对一个完美营销活动的思考。“简单”法则背后的复杂原理无论是“装腔作势”的福布斯杂志还是有料的营销博客,他们在分析冰桶挑战赛的成功因素时都会把“简单” Pete Fates, a 29-year-old former baseball player, poured a bucket of ice water over his head in Boston, setting off an ice-sweat sweeping the globe this summer. It’s a show of love for celebrities, politicians and followers; it’s a cool love for ALS patients; ALS Ice Bucket Challenge is a perfect marketing marketer for marketers. This is another exciting example after Gangnam Style, showing us the power of social media and short videos while inspiring us to think about a perfect marketing campaign. The Complex Principle Behind the “Simple” Rule Forbes magazine, a well-established marketing blog that looks at the success of the Ice Bucket Challenge, puts “simple”