These days no one is safe from the ALS Ice Bucket Challenge, not even Mike Groff, chief executive at Toyota Financial Services. Groff and a few associates accepted the chilly challenge outside of the company’s headquarters in Torrance, Calif. last week. Despite the frivolous nature of the challenge, the campaign has raised $112.4 million, as of today, and has become an important lesson for auto finance companies looking to go viral and make it big.