CHALLENGE

The American Red Cross engaged FlyteVu to mobilize a young millennial donor group, raise awareness of the ARC Home Fire Safety program and inform consumers that more lives are lost in Home Fires than all domestic natural disasters combined.

 

These deaths are preventable with two easy steps – check your smoke alarm monthly and practice a 2-minute escape plan.
 

SOLUTION

The campaign leveraged several non-traditional partnerships including:

Reveal Project, a platform where fans purchased talent-curated merchandise with proceeds benefitting the Red Cross.

Charity Network, Prizeo, and Charity Buzz hosted talent driven experiences from Sheryl Crow, Scott McCreery, the New York Nets, and others to help raise additional funds.

iHeart Radio provided pro-bono media across all iHeart platforms including social & digital media, PSA’s recorded by Pentatonix, Bobby Bones, Cam, Kelsea Ballerini, and Sabrina Carpenter, as well as Tuesday Twitter Takeovers with talent supporting #2Steps2Minutes messaging.

RESULTS

The program culminated at a live event called Tubeathon – a ‘telethon for the digital age’ – hosted at the iHeartMusic Theater in Burbank, CA. The event began on the Red Carpet with 100+ talent and influencers, leading into the pre-show Gaming Stream via Twitch, followed by the live show featuring 150 influencers in attendance and 20 performances that was streamed via the fundraising platform partner Tiltify.

 

95Million+ Total Reach


4Million Total Video Views


$2.5Million in Media Value


$100K+ Raised


Overall, the campaign garnered 252M+ Earned Media Impressions


Featured in People, Forbes, The Huffington Post, CNBC, and Parents magazine

 

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