By Ben Caspersz

Ben Caspersz, managing director of PR and digital communications agency Claremont, explores the marketing lessons to be learned from the viral Ice Bucket Challenge.

The #icebucketchallenge saturated the social web on a global scale, but is it an example of cutting-edge online activism that signals the way forward for social communications, or is it merely tokenistic slacktivism that makes people look good in front of their peers but has little or no long-term impact on the issues?

First, let’s look at the facts:

It’s everywhere: This morning my son was ‘invited’ to take part in the ice bucket challenge. Not that surprising, Read full story ›

Source: The Drum