An example of this is the Ice Bucket Challenge where people threw a bucket of ice water on their heads, then donated money and nominated someone 'another to do so to spread awareness of ALS and raise funds for a cure (ALS Therapy Development Institute, n.d.). The Ice Bucket Challenge proved that viral marketing was an effective means of advertising, growing from a fundraising campaign to a sensational viral video that ended up raising $220 million globally (ALS Therapy Development Institute , nd). These two types of word-of-mouth advertising demonstrate covert approaches to advertising because conversation, whether in person or online, is a natural phenomenon between consumers and, therefore, when a brand or product is mentioned, this does not appear to be a form of advertising.