The Coca-Cola campaign, which encouraged customers to share pictures of Coke cans and bottles emblazoned with their names, beat the charity drive by just one vote.
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The ALS campaign became a summer phenomenon, attracting some of the world’s biggest celebrities and raising $115m (£73.5m) to date to fight neurodegenerative disease after a huge number of people shared their videos on social media and challenged others to do the same.
A similar trick was pulled off by Cancer Research UK’s No Make-Up Selfie campaign, which also impressed Britain’s PR community as it raised millions through promotion on social media.
That campaign was fourth in the list, behind WestJet’s Christmas Miracle and ahead of the telekinetic coffee shop stunt to promote the release of the remake of the film Carrie.
