In the wake of the COVID-19 pandemic, many celebratory events have shifted online, and AIR MILES is setting itself apart with the charitable Canada Day House Party event. The online event will include notable Canadian artists including Bonjay, Sam Roberts, and Dean Brody, among others in addition to a live and interactive "happy-hour" from 5-7 pm on the brand's Facebook page.
"The past few months have been incredibly challenging for a lot of Canadians, and we wanted to give everyone an opportunity to come together as a country under one ‘virtual’ roof," said Kevin Goodman, Chief Entertainment Officer at FRC Marketing. "The Canada Day House Party will do just that. This is about bringing everything Canadians love about music festivals onto one digital platform that we can all enjoy for a good cause while staying safe at home."
Moreover, the Canada Day House Party event will encourage fans to donate to the Canadian Mental Health Association (CMHA) online and/or through text-to-donate.
Branded Charitable Viral Festivals
AIR MILES Debuts the Canada Day House Party Supporting CMHA
Trend Themes
1. Virtual Charitable Festivals - With the shift to virtual events due to COVID-19, companies can create branded festivals and events that support charitable causes, like AIR MILES' Canada Day House Party.
2. Live Interactive Happy Hours - Brands can use live and interactive happy hours during virtual events or on social media to drive engagement, like the one featured in AIR MILES' Canada Day House Party.
3. Donation-driven Events - Events that encourage donations to charitable organizations, like the Canadian Mental Health Association, can be a successful way for companies to engage with consumers while giving back to the community, as seen in AIR MILES' Canada Day House Party.
Industry Implications
1. Event Planning - Companies in the event planning industry can capitalize on the trend of virtual charitable festivals to create innovative and engaging digital events for their clients.
2. Music and Entertainment - The music and entertainment industry can partner with brands to create virtual music festivals and events that support charitable causes, like those seen in AIR MILES' Canada Day House Party.
3. Non-profit Organizations - Non-profit organizations can partner with brands to create donation-driven virtual events and campaigns like the one featured in AIR MILES' Canada Day House Party to raise awareness and funding for their cause.