Samsung gets one up on competitors with Galaxy S5 Ice Bucket Challenge

James is editor in chief of TechForge Media, with a passion for how technologies influence business and several Mobile World Congress events under his belt. James has interviewed a variety of leading figures in his career, from former Mafia boss Michael Franzese, to Steve Wozniak, and Jean Michel Jarre. James can be found tweeting at @James_T_Bourne.

If you’re getting a little jaded of celebrities, friends and co-workers voluntarily dousing themselves in ice water, albeit for a very good cause, here’s a novel twist on it from Samsung.

The Samsung Galaxy S5 has officially taken the Ice Bucket Challenge, raising awareness for ALS, or motor neurone disease, and nominated the iPhone, the HTC One and the Nokia Lumia to go next.

It’s worth noting that there are some unofficial efforts on YouTube – but this one’s the real deal.

The campaign was dreamed up by South Korea-based agency Cheil. Matt Pye, Cheil UK chief operations officer, said: “Earlier this year Samsung brought Cheil UK on board to take a new tactical direction with its social media.

“The Ice Bucket Challenge provided the perfect opportunity for the brand to do something that was meaningful but also unexpected,” he added. “Our aim with this video was to create and join a conversation around a passion point that is important to consumers, to Samsung, and to Cheil UK.”

The 15 second video has been posted on Samsung’s Facebook, Twitter and Instagram accounts, with the Samsung S-Voice personal assistant narrating. “Gosh, that’s freezing,” she says.

At the time of writing, the video has picked up 807 likes, 93 comments and 318 shares on Facebook.

MarketingTech likes this twist on a current theme that is smart enough to not look like a brand cynically jumping on the bandwagon. It’s also a neat little device to prove that your device is stable and can take a little bit of ice water.

Here’s our favourite five ALS Ice Bucket Challenges so far, in ascending order. Which has been your favourite?

5) Jose Mourinho: The Chelsea football manager finally took the plunge yesterday, nominating his daughter Matilde, and friends Bryan Adams and James McAvoy – with less than expected results. Who knew the Special One was pals with the Canadian singer-songwriter-turned-photographer?

4) Charlie Sheen: The former Two and a Half Men star went to town on his effort, opting not to throw ice over himself, but something a bit more tangible, as reported by TMZ.

3) Bill Gates: Having been nominated by Mark Zuckerberg, the Microsoft CEO wanted to “do it better” – and with blueprints and drawings ready, Gates tried for something a little more left field.

2) Paul Bissonnette: Think big with this one. Really big. Having been nominated by the Phoenix Coyotes’ Keith Yandle, NHL star Paul Bissonnette took to the skies for his challenge.

1) Anthony Carbajal: It’s true to say the best challenges are the ones which hit home the hardest. Anthony Carbajal, an ALS patient, demonstrates just that.

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