By Sahil Patel
Emmy-nominated YouTube series “What’s Trending” is partnering with Ford and its Fiesta Movement social campaign to organize and produce the second annual “Tube-A-Thon,” a two-hour digital telethon benefiting the children’s charity organization Covenant House.
Covenant House is a nationwide charity organization dedicated to helping homeless children. Through the two-hour telethon, which will begin at 9pm ET on December 12 and air live from YouTube Space LA, Ford and “What’s Trending” are promising to donate $1 to the charity for every tweet that includes the #Tubeathon and #FiestaMovement hashtags.
To get the word out, this year’s “Tube-A-Thon,” which will be hosted by “What’s Trending”’s Shira Lazar, is once again partnering with an array of celebrities, musicians, and YouTube stars who have sizable followings online. Guests scheduled to appear during the live stream include: Far East Movement, Eric Andre, Mircea Monroe, Travis Garland, Shay Carl, Chester See, Freddie Wong, Tiffany Alvord, Lia Marie Johnson, Toby Turner, Grace Helbig, Joe Penna (Mystery Guitar Man), Vitaly, Tyler Ward, Bart Baker, and DJ Skee, as well as talent from YouTube channels like Geek & Sundry, Nerdist, Soul Pancake, SourceFed, Rooster Teeth, WIGS, and DanceOn. Looking beyond YouTube, the “Tube-A-Thon” will also feature Vine stars Brittany Furlan, Page Kennedy, and King Bach.
The first “Tube-A-Thon” in 2012 was successful enough to become the #3 trend on Twitter in the US, according to the “What’s Trending” team. It also raised thousands of dollars for Covenant House, a feat that this year’s show will look to replicate.
Ford’s Fiesta Movement campaign is an expansive social project from Ford to introduce the 2014 Ford Fiesta. The campaign consists of a wide variety of video and social content created by 100 online influencers, here referred to as Ford Fiesta Movement “agents.” Lazar, Penna, and Helbig, among a bunch of other YouTube stars, are official Fiesta Movement agents.
“The YouTube community has embraced the Fiesta Movement and followed our 100 agents on this incredible journey,” said Crystal Worthem, manager of brand content and alliances for Ford, in a statement. “We are excited to partner with ‘What’s Trending’ to bring these loyal fans and followers a night filled with unforgettable performances from some of the biggest YouTube talent out there.”