The ALS Association’s “ice bucket challenge” gained tremendous popularity via the social media. Friends, family members, acquaintances and sometimes even strangers challenged each other on social media such as Facebook, by recording an act of drenching themselves with an ice-cold bucket of water, and thereby making a pledge to donate towards ALS research. As such, the popularity helped the Association raised more than $94 million in less than a month towards finding a cure for ALS, colloquially known as Lou Gehrig’s disease.
Timelines Inc., a Chicago-based company filed a lawsuit against Facebook for trademark infringement based on Facebook’s much-hyped and anticipated Timeline, which is a new profile touted by Facebook as “"the story of your life.” Timelines Inc. operates the www.timelines.com website, which allows users to record and share personal or historic events, and contribute descriptions, links, photos and videos related to those events, people, etc. In its Complaint, Timelines alleges that it has been using the “TIMELINE” mark since 2008 and is the owner of two federal trademark registrations for “TIMELINE” and claims that Facebook’s Timeline could eliminate” its entire business.” Timelines has its own Facebook page and alleges that Facebook is redirecting visitors to Facebook’s own Timeline page and away from Timeline’s Facebook page. The lawsuit seeks damages and a temporary restraining order to prevent itself from "being rolled over and quite possibly eliminated by... the world's largest and most powerful social media company." Facebook’s Timeline is scheduled to go live any day to Facebook’s 750 million users.>