The Wolf of Los Angeles

[Chapter 224: Ice Bucket Challenge]

In Hollywood, many celebrities' promises for charitable donations were no different than empty words. Figures like Oprah Winfrey, Julia Roberts, Tom Hanks, and George Clooney had repeatedly made headlines for their false pledges. Commitments they publicly announced were often abandoned right after, as if their mouths were looser than their belts. What they said about charity was nothing more than lip service -- definitely don't take it seriously.

The public's trust in celebrity charitable donations was far lower than that in wealthy socialites' gifts. Tom Cruise, whether motivated by future collaborations with Steven Spielberg or to turn around the negative media publicity he had faced over the last six months, had no qualms about spending some money.

With Hawke's urging, he announced the establishment of the ALS Charity Fund after declaring it as an open charity foundation at the ALS Research Institute. He quickly stated that they would hire PricewaterhouseCoopers to handle the corresponding financial issues, allowing the public to monitor the fund's operations at any time. This showed a clear stance and position.

...

In a Twitter conference room, Tom Cruise sat at one side of a long table, looking quite spirited as he said, "I donated $2 million to the charity foundation as seed money." He then added, "It's not much, and it won't do too much."

Hawke took over, "That's why the next plan is crucial. The current media narrative reversal is only temporary. What we need to do is ensure that your positive reputation can be sustained for a longer period."

Tom Cruise had already gone through the entire plan several times before and asked, "Next up is the Ice Bucket Challenge, right?"

"Exactly. You'll launch the Ice Bucket Challenge on Twitter, selecting three friends from your circle to participate in this event. When the ice water is dumped over their heads, they'll experience a brief feeling of muscle paralysis," Hawke explained.

Tom Cruise began contemplating suitable candidates. Hawke continued, "The rules are simple. When you post the Ice Bucket Challenge video, @ three friends' accounts. The invitees either have to accept the challenge within 24 hours or donate $100 to ALS."

Tom Cruise understood the key point, "So three tag three more, and it spreads out further like viral marketing?"

"That's pretty much it," Hawke emphasized. "Tom, you're the initiator and the creator of the ALS Charity Fund. As long as the campaign is spreading, you'll stay in the public eye, continuously receiving positive public opinion."

Tom Cruise laughed, "I have to admit, Hawke, you're a genius!"

Hawke replied directly, "You, the ALS patients, and Twitter will all benefit."

"Starting from Twitter, stirring up excitement on Twitter," Tom Cruise marveled. "Your business strategy skills far exceed Pat Kingsley's."

Hawke didn't respond directly and instead asked, "Have you thought of your candidates yet?"

Tom Cruise had considered it and said, "I'm picking people from different industries. Let me know if this works for you."

He listed, "In sports, I have a great friendship with English soccer star David Beckham. I plan to invite him to join Twitter, using Beckham to help spread the Ice Bucket Challenge in the European soccer scene."

Hawke completely agreed, "He's a great choice."

Tom Cruise added, "The second person I want to approach is Arnold Schwarzenegger. Although our interactions are minimal, we're on familiar terms. Arnold can pass the baton to the Hollywood circle and social elites. As for the third person..."

He looked at Hawke, asking, "Are you interested?"

Hawke shook his head, "Twitter's under a lot of scrutiny; I'd rather stay behind the scenes."

Tom Cruise wasn't one to push, choosing a suitable person, "Next, I'll go with Brian Ferguson, a rising star in politics."

Hawke shrugged, "As long as he's on board."

Tom Cruise was action-oriented, stating, "Let's get this prepared while the momentum is still strong. No need to go elsewhere; we can do it right there on your Twitter building's rooftop, which is perfect for your team to help me shoot."

Hawke nodded slightly, "I'll arrange that right away."

...

Tom Cruise pulled out his phone and called David Beckham and Arnold Schwarzenegger.

David Beckham, who was in Madrid, Spain, hesitated when he received Tom Cruise's call but was prompted by his wife Victoria to agree fast since she hoped Tom could help her expand her business in the U.S.

As for Arnold Schwarzenegger, it was unnecessary to mention; political figures always needed to put on a show. How could he miss such an entertaining spectacle?

Twitter was quick to prepare; ice water arrived as the filming crew set up cameras on the rooftop. Tom Cruise invited Hawke to join him upstairs.

Not just Hawke, but others like Edward and Caroline also came up to watch the action.

Tom Cruise changed into a blue casual shirt, approached the camera, checked the weight of the ice bucket, and confirmed he could lift it without issues.

Hawke crossed his arms and stood in the shade, saying, "First, explain the basic rules, then initiate the challenge."

Tom Cruise nodded, "Sure." He waved the cameraman away, saying, "I'll start the recording myself to show more sincerity."

The cameraman stepped back.

Hawke signaled for everyone to step away from Tom Cruise's noticeable presence.

Tom Cruise started the camera, sat beside the ice bucket, quickly and efficiently explained the rules of the event, then poured the ice water over his head.

The transition from the hot August weather to the cold sent a shiver down his spine.

After completing the challenge, Tom Cruise switched off the camera. His assistant handed him a blanket.

Hawke pointed to the camera and told Caroline, "Take care of that."

Caroline nodded, said nothing further, and had the assistant take the camera downstairs.

...

Once Tom Cruise changed clothes, everyone gathered back in the conference room to review the captured video. Tom Cruise himself posted the challenge on Twitter, tagging David Beckham, Arnold Schwarzenegger, and Brian Ferguson.

Shortly thereafter, Twitter directly released related news and featured it on the front page of the news section.

"Helping ALS Patients, Tom Cruise Launches Ice Bucket Challenge!"

Clicking on the news led to Tom Cruise's complete Ice Bucket Challenge video.

...

Just after its release, the video sparked intense reactions on Twitter. Ever since his visit to Cedars-Sinai Medical Center, various media outlets and fans had been keeping tabs on Tom Cruise.

After he launched the Ice Bucket Challenge, the comment section was flooded with praise.

"Tommy has always been a socially responsible star, and this proves it yet again."

"He doused himself in cold water but warmed the hearts of the entire community."

Tom Cruise's tweet was widely shared, and by that evening, the retweets had already approached a million.

The momentum of this event quickly drew the attention of Arnold Schwarzenegger, who, before nightfall, publicly released his Ice Bucket Challenge video via Twitter, tagging three others to take the baton.

In Europe, David Beckham promptly followed suit, using his newly opened Twitter account to post his challenge video. He tagged three people, including his wife Victoria, for the relay.

The next morning, Brian Ferguson also shared his Ice Bucket Challenge video.

As the list of tagged individuals grew, more and more people joined the challenge. Some opted to take on the challenge, while others chose to donate $100 to the ALS Charity Fund.

Within just a few days, the activity spread across North America and Europe, with a flood of celebrities using Twitter as their platform to release their Ice Bucket Challenge videos.

Many even chose to donate while participating in the challenge.

...

The impact of the event expanded dramatically, drawing in even individuals who hadn't been tagged.This movement, initially in the entertainment and sports circles, found its way into the tech and business arenas.

Within a week, Bill Gates, Sergey Brin, Larry Page, and Elon Musk all joined in. Well-known soccer players from Europe, stars from North America's four major sports leagues, and celebrities from Hollywood and the pop music scene flocked to participate.

To take part, people needed to join Twitter and register an account.

Thanks to the influence of these celebrities, the Ice Bucket Challenge gained incredible traction, and Twitter saw a surge in traffic.

Tom Cruise's launch of the Ice Bucket Challenge led to over 350,000 people completing the challenge in just ten days.

This wasn't just a charity event; it gradually evolved into a nationwide ice bucket celebration under the guise of charity.

While the inclusion of numerous celebrities diluted Tom Cruise's individual topic relevance, this Hollywood superstar saw a considerable turnaround in public opinion.

The media's negative coverage lessened significantly, while discussions surrounding his Ice Bucket Challenge were filled with vibrant praise.

...

Tom Cruise also put his promises into action; before the end of August, he collaborated with PricewaterhouseCoopers and Cedars-Sinai Medical Center to hold the first press conference for the ALS Charity Fund, announcing its inaugural donation of $18.95 million, which would be allocated for ALS medical research and improving patients' medical and living conditions.

The scale of this event continued to expand, even reaching the Oval Office, where the president also accepted the challenge.

The prolonged buzz surrounding the Ice Bucket Challenge undeniably benefitted Twitter.

For Twitter, this transcended being just an Ice Bucket Challenge; it became an Ice Bucket extravaganza.

*****

https://www.patreon.com/Sayonara816.