It's the ALS ice bucket with a sex toy. I doubt they raised much in person, but a video (even of a failed experiment) can be viral gold.
Each of these things works once. Then you need to anticipate the next twist, the next wave, and set the next trend, before someone else does it.
Get people to put a frog down their pants or something!
EDIT: My last suggestion is lighthearted only. No animals were harmed in the making of this posting.