Ice Bucket Challenge jedna je od najuspješnijih fundraising kampanja na društvenim mrežama. Ovaj rad bavi se analizom te kampanje i njezinim utjecajem na fundraising i kampanje u odnosima s javnošću kroz metodu studije slučaja. Ice Bucket Challenge kampanja postigla je odlične rezultate te zahvaljujući njoj otkriven je NEK1 genom koji je uzročnik bolesti amiotrofične lateralne skleroze. Kampanja je bila jednostavna, pozivala je na akciju bez puno truda i omogućila je samopromociju na društvenim mrežama. Zadatak je bio jasan – sudionik se polio kantom hladne vode, snimio je to kamerom, objavio na društvenim mrežama i izazvao troje novih ljudi da učine isto. Oni koji bi odbili izazov, morali su donirati određenu svotu novca udruzi ALS Association koja prikuplja donacije za financiranje istraživanja za otkrivanje lijeka protiv bolesti amiotrofične lateralne skleroze. Kampanja je prikupila više od 115 milijuna dolara donacija u 2014. godini, objavljeno je više od 17 milijuna video sadržaja povezanih s kampanjom na društvenoj mreži Facebook te je u samo dva mjeseca Ice Bucket Challenge spomenut više od 2.2 milijuna puta na društvenoj mreži Twitter. Ova kampanja pokazuje smjer stručnjacima za odnose s javnošću kako napraviti uspješnu kampanju na društvenim mrežama. Kampanja mora biti jednostavna, unikatna i omogućiti korisnicima da se osjećaju dobro zbog sudjelovanja. Preporuka za daljnja istraživanja uključivala bi stručnjake za odnose s javnošću te metodom intervjua saznati njihove principe kreiranja kampanja na društvenim mrežama u usporedbi s principima Ice Bucket Challenge kampanje.

Ice Bucket Challenge is one of the most successful fundraising campaigns on social networks. This paper deals with the analysis of this campaign and its influence on fundraising and public relations campaigns through case study methodology. The Ice Bucket Challenge campaign has achieved excellent results and thanks to it, the cause of amyotrophic lateral sclerosis has been discovered, the NEK1 genome. The campaign was simple, invoked action without much effort and enabled selfpromotion on social networks. The task was simple - the participant had to drop a bucket of cold water on himself, film it with a camera, post it on social networks and challenge three new people to do the same. Those who would reject the challenge had to donate a certain amount of money to the ALS Association, an organization which is collecting donations to finance research for the cure of amyotrophic lateral sclerosis. The campaign has raised more than $115 million in 2014, over 17 million videos were posted on the social network Facebook, and in just two months, the Ice Bucket Challenge was mentioned more than 2.2 million times on the social network Twitter. This campaign shows the public relations experts how to make a successful social networking campaign. The campaign must be simple, unique and allow users to feel good about participating. The recommendation for further research would include public relations experts and the usage of the interview method to find out their principles of social networking campaigns compared to the Ice Bucket Challenge principles.