Is the Twizzler Challenge the next biggest philanthropic initiative?
The Twizzler Challenge (#TwizzlerChallenge) — created by chance, not a Marketing Department — dares two people to share a single Twizzler from the opposite ends and meet in the middle for a kiss (a la “Lady And The Tramp”). Just like the Ice Bucket Challenge, friends nominate others to either take part or donate money to the cause — in this case, New York Collaborates for Autism. But will it replicate the viral success?
The fundraising effort was recently kicked off by a Twizzler-loving viewer of Comedy Central’s autism fundraiser, Night of Too Many Stars , challenging NBC’s Willie Geist to recreate the famous scene with Uzo Aduba from Orange Is The New Black. He was then re-challenged during an appearance with Meredith Vieira on her show. To get the celebrity challenges rolling, Vieira then dared Today Show’s Kathie Lee Gifford and Matt Lauer, who then challenged Regis Philbin and Hoda Kotb… and the dares continue.
The Ice Bucket Challenge phenomenon raised awareness and over $115 million for the ALS foundation last summer through the magic of social media and celebrity support. Can this sweeter silliness do the same? Can you syndicate a formula for viral success? Guess time will tell.
REALITY CHECK: Ice Bucket worked because it was simple, pure and really daring (…oh, that ice water). Will be interesting to see if the awkwardness of intimacy, germaphobia and heavy branding (though supposedly unintended) will help or halt this viral effort.