Why Red Nose Day Was No Ice Bucket Challenge

Celebrities came out in droves last night for the televised Red Nose Day fundraiser event. But in a viral climate that favors "authentic" experiences, the very notion of a telethon has taken a backseat to more organic social media movements.

"The telethon has been replaced by the individualized community experience," said Matt Waghorn, director of communications planning at Huge.

After much publicity rollout, the Red Nose Day fundraiser was a three-hour event on NBC that aimed to raise money for several poverty-focused charities through singing, dancing and pre-recorded comedic skits. The event is the first U.S. installment of a nearly 30-year-old British tradition...