Twizzler challenges celebs to lock lips over liquorice Lady and the Tramp style to raise awareness for autism.
Following the wildly viral success of last summer’s ALS Ice Bucket Challenge, the world has been waiting for something like this. The sensation that sparked up last June inspired over 2.4 million videos posted of participants dunking ice water over their heads. It was hailed “The Harlem Shake” of summer, with celebrities, athletes, Homer Simpson and college students alike posting their chilly challenges and tagging their friends. Nearly $100 million was raised for the ALS Association alone, along with millions raised for various other charities of dunkers choice.
The challenge began at Jon Stewart’s Night of Too Many Stars gala to raise funds for New York Collaborates for Autism. And while the Twizzler Challenge is still in it’s infancy, Today show hosts Kathie Lee Gifford and Matt Lauer have taken part in an awkward smooch, along with Girls stars Lena Dunham and Allison Williams.
As long as participants are donating, or at least know the cause they are representing, then viral video challenges are an effectual way to raise both awareness and funding. Twizzler, owned by Hershey’s, has made a strategic move to get behind a positive, charitable venture that will solidify a genuine, caring brand image.