Is calling out 3 non-waterproof phones clever marketing or a tacky plug?
If you haven’t been living under a rock the past few weeks, you should have seen the ALS Ice Bucket Challenge going viral across social media and even featured in major international newspapers.
Several well known celebrities, most probably a few of your friends and maybe even you have joined in at some point, dumping a bucket of ice cold water over yourself and hopefully donating towards ALS research in the process.
You also get to nominate 3 people afterwards, who should complete the challenge within 24 hours or donate extra instead.
ALS stands for Amyotrophic Lateral Sclerosis, which is an overall term for motor neurone diseases and also the name of the most common type, simply referred to as Motor Neurone Disease in the UK.
The ALS Association (ALSA) in the USA is a non-profit organisation dedicated to researching the disease, and whilst the ice bucket challenge didn’t originate with them, most of the recent media has focussed on donations to them and advocating their cause. Other charities have also joined in recently, most notably Macmillan Cancer Support in the UK.
Highlights of the media frenzy have included Bill Gates’ geeky contraption and the Foo Fighter’s parody of Stephen King’s cult classic Carrie.
In the video below, posted on the official SAMSUNGMOBILEUK YouTube page, the Samsung Galaxy S5 introduces itself with a robotic female voice, gets drenched in ice water then calls out the Apple iPhone 5S, HTC One M8 and Nokia Lumia 930 to follow suit.
Whilst this could be seen as some clever marketing and getting in on a popular craze, it is also interesting to note that the 3 phones nominated are not waterproof. Samsung UK have made a donation to the MND Association (similar in scope to the ALSA in the USA), although at the time of writing there is no mention of a donation in the video or description, so a cynic could look at this as mostly advertising on the back of a successful charity campaign.
Still, it will be interesting to see how the other manufacturers respond and if Sony, who brought waterproofing smartphones to the mainstream with their original Xperia Z have anything to say on the matter.
For more information about the ALS Association, MND Association and Macmillan, please click on the following links: